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Four Marketing Approaches That Differentiate Successful B2B Brands

MarketingProfs 08 Sep 2020 02:00

B2B firms that outperform the competition are more likely to focus on long-term marketing goals, test their marketing programs beyond digital channels, encourage marketers to take risks, and have distinctive brands, according to recent research from The Marketing Practice and Marketing Week.

The report was based on data from a survey conducted in 2020 among 450 B2B marketers. "Leader" firms were defined as those brands that self-identified as having outperformed the competition over the past two years.

Some 37% of respondents who work for leader B2B firms say they devote more than 40% of their budget to long-term marketing programs, compared with 25% of respondents who work for the rest of the firms surveyed:

Testing and Learning

Some 20% of marketers who work for Leader firms say they take a structured approach to testing marketing strategy and tactics, compared with 17% of marketers who work for the rest of the firms surveyed.

Marketers who work for firms that outperform the competition are significantly more likely to say they test marketing programs beyond digital channels:

 

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