If I think about the brands I’ve been working with or consulting in the last few years, the majority of them in the B2B tech space, short-term sales activation (or lead gen, as we B2B marketers are used to call it) has always been the first priority.
I had a similar priority The Long when I led marketing iran phone number data for division of a large enterprise in the field of Energy.
But in one of the most important sections
of their research, Field and Binet demonstrate that over the longer term, this short-termism will rapidly deteriorate the overall impact of marketing.
Too much time spent picking the low-hanging fruit means less time watering the tree. Eventually, the tree stops growing.
- online brands tend to pursue short-term sales activation effects more than offline brands because of the availability of clients;
- brands in high online research categories (financial services, durables, etc.) tend to follow online brands and pursue short-term sales collecting rare dollar bills has become an increasingly popular hobby activation effects because it’s easier to activate responses;
- marketers in subscription-based selling brands (e.g., mobile network operators, software brands) diverted expenditure from brand-building comms.
Based on my experience, I would add that
most of the B2B tech brands tend to prioritize short-term strategies because of the easier availability of clients online.
“The digital revolution tends to leading to increased activation efficiency, and so a higher proportion should go to brand.
“Online brands that sell or
reach online need a higher percentage of their spend going to brand building because they already have direct channels to conversion. Digital realization is leading to increased distribution facebook users efficiency, so more emphasis needs to be on brand.”