Survivorship bias - The internal agenda that disrupts growth

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You’ll have to excuse the brevity this week,? computer problems meant this newsletter will be restricted, normal services shall resume next week!

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Top notch B2B banter to kick start our newsletter this week : )

Check out the link here.

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Survivorship bias - The internal agenda that disrupts growth

The implications of bottom-up reporting have blinkered our ability to take a more holistic view of how we’re measuring effectiveness.

I love this provocative view from Chris Walker.

It’s not about reporting on the times of winning but learning from our losses.

Broadening our view of how, and what we measure, means we can take more informed actions on dialling up, down or cutting our marketing initiatives.

Sticking to our ingrained behaviours, and our “this is how it’s always been done” thinking will damage your short, and long-term results.

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Blueprint for brand growth - Kantar

Key takeaways

• Main takeaway: Be meaningfully different to more people
• Points of parity and points of difference remain a powerful framework to ask your colleagues and customers
• Growth accelerators: predispose people, be more present and find new space

Fantastic summary here.

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ROI is a poor metric to use anywhere within marketing, but especially for brand marketing.

Dale W Harrison dropping another thought-provoking view challenging historical accepted perspective.

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Conversations, posts or articles I liked this week

B2B influencer marketing playbook

I reviewed 4332 ads they ran and here is what I learned

Wanna be totally unforgettable? How brands have used mascots to stand out

Content builds your reputation - content gets people to know, like, trust you

2023 killed the Predictable Revenue mode l

58% of advertising's profits occur AFTER the first 3 months

Price promotions have no longer term benefit

ABM / ABX is an account tiering and prioritization strategy, it’s not a go-to-market motion

Original Series (posted by Chris Peters)

You don’t need a budget to kick-start your B2B influencer program

The biggest opportunity in B2B influencer marketing

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B2C Inspiration

This is the greatest perfume ad of all time

Here are the 14 best car ads I've collected

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Tools & Services of the week

Trumpet - Centralise your buyer journeys and close deals faster with digital sales room – Interactive and collaborative spaces.

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Events & Podcasts of the week

Moon at Dawn Podcast - Launched by Chris Peters.

A mini podcast series focused on interviewing B2B marketers on their approach to influencer marketing.

Spotify | Apple?

The B2B Summit: 2024

The CMA invites you to this year's B2B Content Marketing Summit. A full day event that aims to inform and inspire B2B content marketers and help them transform their work and drive organisational success. The 2024 B2B Content Marketing Summit takes place in London on Thursday, 6th June.

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