Why B2B brands must invest in long-term objectives

Marketing News

The job of B2B marketing is often thought of one-dimensionally as generating leads and a sales pipeline to keep a brand’s revenue machine churning.

However, earlier this year, Marketing Week and The Marketing Practice collaborated on new research into effectiveness in B2B marketing, which uncovered how successful brands are more likely to plan further ahead and focus on long-term brand objectives.

The great balancing act: The long and short of B2B marketing

To follow up these findings, we asked a selection of high-performing B2B marketers how they are addressing the challenges of marketing effectiveness in the sector.

Here, Microsoft’s director of Surface marketing, Michael Cunningham, argues for investing in long-term metrics such as awareness, consideration and purchase intent, taking advantage of the opportunity to create desire in potential customers.

Products You May Like

Articles You May Like

I Used a Just-Launched AI Tool to Find a Christmas Present for My Fiancé. It Didn’t Go As Expected — But It Was Definitely an Eye Opener.
These 5 Companies Foster Loyalty and Success by Turning Exceptional Employees Into Business Owners
This Gen Z Slang Term Is Oxford’s Word of the Year. It Beat Out These 7 Other Words That Boomers Might Be Hearing for the First Time.
3 New Ways to Develop Laser-Like Focus
Discover Your New Favorite Show or Movie with This App, Now $39.99 for Life

Leave a Reply

Your email address will not be published. Required fields are marked *