Activation by itself produced a 0.2% conversion rate. ![]() Short-term sales: The authors cite an example with a major credit card company. “According to a recent survey we conducted of over 4,000 B2B marketers, only 4% measure the impact of their campaigns beyond 6 months-even though Binet and Field show brand effects take at least 6 months to kick in.” “Sales Activation = In-Market Customers = Current Cash Flowsīrand Building = Out-of-Market Customers = Future Cash Flows” “Sales activation doesn’t create demand it just helps businesses capture the demand that already exists… Brand building is what actually generates demand.” Some of the ideas presented in this paper will sound familiar to anyone who has read the work of Ehrenberg-Bass Institute or the work of Les Binet and Peter Field. ![]() The B2B Institute published a 43-page PDF on what they foresee as the three major trends in business-to-business marketing: (1) a greater emphasis on building long-term brand equity (2) greater consistency in creative execution and (3) a shift from hyper-targeting to broader reach within categories. ![]() 2030 B2B Trends: Contrarian Ideas for The Next Decadeīy Peter Weinberg and Jon Lombardo, The B2B Institute
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