Did you know that recent Financial Times research showed that 52% of business leaders and 30% of senior marketers rate their knowledge of the value of brand building as being average to very poor?
And while B2B marketers intuitively know that there is enormous value in brand building, for too long there has been a disproportionate focus on short term performance tactics and lead generation – resulting in a significant decline in marketing effectiveness.
This is largely due to the constant pressure for marketers to prove the return on their marketing investment to business stakeholders and the simple fact that the value of brand building activity has been incredibly challenging to prove over the short term.
Well, that has now all changed.
In one of our partner’s latest webinars, True’s founders sat down to talk with Jennifer Shaw-Sweet, EMEA Lead at The B2B Institute, LinkedIn, about some of the most important research in B2B marketing history – The 5 Key Principles of Growth in B2B Marketing – to examine if the key principles for B2C effectiveness also apply to B2B.
They also discussed the newest model in town – ‘Share of Search’.
‘Share of Search’ enables you to measure the short-term effects of brand advertising – linking it directly to future sales and market share. It can elevate the value of your marketing efforts within your organisation and help you to use short-term goals to advance long-term strategies.
This won’t be the last time we’re talking about ‘Share of Search’ so keep your eyes peeled. And in the meantime, you can watch a recording of the webinar on-demand.