B2B Excellence - The Time-Lags Between Marketing & Revenue Recognition
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We include the perspectives from a variety of enterprise marketers
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Article 1 - The Time-Lags Between B2B Marketing & Revenue Recognition
This is B2B marketing.
“Your marketing THIS Quarter will not fully realize revenue for weeks or months into the future. And only a small fraction of the people your marketing reaches this Quarter will EVER be influenced to buy, and these effects stretch well into the future.”
Revenue that you have gained this month is the work of your previous communications, brand building and category positioning
Yes, Google reigns supreme in our CRM databases as the ultimate converting machine, but it's the unattributed brand building that is the lagging true hero.
Dales goes on to say.
➜ 𝗧𝗵𝗲 𝟵𝟱:𝟱 𝗥𝘂𝗹𝗲 that says that only ~5% of your market are "in-market" during any given Quarter
➜ 𝗠𝗲𝗺𝗼𝗿𝘆-𝗗𝗲𝗰𝗮𝘆 𝗘𝗳𝗳𝗲𝗰𝘁𝘀 where there is a "half-life" period where people will forget having seen your messaging
This model begins with highly simplifying assumptions (listed below) designed to reduce the real-world complexity and elucidate the core drivers behind the long time-lags between current marketing efforts and future influenced revenue.
Dales provides in more detail, with data, reinforced with current MMM-based studies and with Andrew Ehrenberg's "weak model of advertising" as laid out by Byron Sharp in Chapter 9 of "How Brands Grow".
Article 2 - Memory Corrosion
This is an oldie but goodie from the folks at the B2B LinkedIn Institute.
Hygiene always on, or evergreen marketing
But it’s just so important.
If you stop advertising, your customers WILL start to forget you.
Memory corrosion is unbiased and unwavering, whether you are a category leader or a famous start-up, your customers' memories will corrode if you stop being in front of them, those legacy brands and their brand moats will uphold longer of course, but they will succumb to corrosion, it just takes longer.
Recommended by LinkedIn
The ironic problem is that it’s often cost-cutting exercises that prompt long pauses, but the cost of going dark and recovering from them for a brand is a far more expensive exercise.
Article 3 - There are two types of B2B content.
A nice visual here from Haris Spahić.
Content does boil down to two things.
When I am ready to buy something, what content is going to help me get over the line?
When I’m not ready to buy, which is most of the time. What content do I seek out, like to consume, and how can brands who want to sell to me engage me in those moments so I remember them later on?
Conversations, posts or articles I liked this week
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Digital Marketing Manager
1yThanks, Chris Peters, glad you enjoyed our article!
I help B2B companies find ready-to-buy customers that their competition doesn't know exist yet
1yBrand building is the future to obtaining leads and putting yourself as the first thought when businesses are ready to buy.
Commercial Strategy & Marketing Effectiveness
1yThanks for the call-out!
B2B DSP Co-founder & COO | ex WPP | AdTech |
1yB2B marketing is like playing a round of golf – you need to nail the short game and crush the long game for real success. Just putting won't cut it! Building your brand is the equivalent of a game-winning golf swing.