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

12 June 2019
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The case for long-term thinking has been building since Les Binet and Peter Field’s highly influential IPA report, ‘The Long and the Short of It’. They showed that long-term strategies are more effective at moving the dials that really matter – market share, profit, revenue and so on.

Binet and Field’s evidence is largely based on business-to-consumer (B2C) examples. But a new survey of 600 business-to-business (B2B) marketers reinforces the findings. Those who have outperformed their competition over the last two years are twice as likely to think long-term.

The gap between knowing and doing

The business needs quick results. But it takes time to create lasting business impact.

When I talk to senior marketers today, this tension is right at the surface. There’s a curious gap between what we believe and what we can put into action.

Our new research conducted with Marketing Week shows that, in intent at least, the majority of B2B marketers are still ‘classicists’. When asked for the main drivers of effectiveness, audience targeting is comfortably marketers’ highest rated factor, followed by value proposition, then creative. We still believe, then, in the classic skills of segmenting, targeting and positioning.

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

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