Tag: marketing

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How much should I spend advertising my B2B business

The amount of money you should invest in building the image of your brand is a very contentious subject.  What is happening is the amount of investment in brands is falling, and the number of brands investing ahead of their share of market is decreasingand the effectiveness of advertising campaigns has declined with Short-termism is rising.

 

But recent in-depth research by Binet & Field has shown ( see here ,  here and here) that to grow your business you need to invest more in image building advertising and avoid the short-termism of sales activation.… Read more

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Brand building vs Activation in B2B

Two questions today… why did Caterpillar start building sandcastles? And what works to sustainably grow your business?  Answers later

If we looked at what B2B businesses are doing now, you’d think short term activation is the best way to grow their business.

Short-term, thats probably right… get the sale. But recent in-depth research by Binet & Field has shown ( see here and here) short-termism is doesn’t sustain that growth.… Read more

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Grow your B2B business through increasing advertising

And the purpose of advertising is to Expand Your Customer Base.

In the last two weeks i’ve discussed the failure of benchmarking and the leaky bucket. If you benchmark against your competitors you can only hope to perform at best at their current level.  Maybe you need to move outside your category to identify new and innovative ideas.  Plus you leak customers despite your best efforts to patch your business it leaks.… Read more

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Your business is a leaky bucket

It’s an apt metaphor for businesses.

We fool ourselves thinking that we bring customers in, and that they stay with us for ever and as they stay with us we can sell them more and grow.

It’s a nice picture… but completely wrong.   Your business is a bucket. You attract new customers they fall into your bucket. You switch your competitor customers and they fall into your bucket… but Customers also leave.… Read more

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Branding is more important in a digital world especially for B2B

Five years ago Binet & Field shot to marketing effectiveness fame with the launch of their first book – The Long and Short of It, a  long term analysis of business effectiveness case studies from the 1980s through to the present day.

The title is a reminder of the marketers biggest challenge investing for today  vs investment for tomorrow. How much should you focus on sales activation compared to brand image building inn a B2B environment.   … Read more