B2B Excellence - Words B2B marketers hate. Effectiveness. Brand. Attention
B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry. I like to share provocative, intelligent, and original POVs that challenge conventional wisdom and create a conversation.
For more content, you can follow me on LinkedIn.
Words B2B marketers hate. Effectiveness. Brand. Attention
A huge, outdated generalisation and we have come a long way from words we did, (& still do) love, which drives a lot of our thinking. ROI. MQL. Lead Gen.
Those lurking ingrained perspectives and traits still have a huge role of course, what would a B2B marketer be without using MQLs and Lead Gen in every meeting, and it’s easy to get swept up in broader thinking and “best practice”.
However hard we want to fight it, measuring effectiveness, brand, attention and its importance to driving our beloved MQLs and Lead Gen motions is what’s really going to help us grow as B2B marketers.
To quote Mark Ritson’s recent snippet from Festival of Marketings, “Long-term brand building also drives short-term sales. The reverse isn't true”.
But really diving into the long and short of it, this caption perfectly captures this collective thinking.
--
But jumping into some reinforcing numbers now…
What Do 9,000 Brand Lift Studies Teach Us About Attention & Memory?’
The findings are clear:
• Attention and brand outcomes are closely correlated.
• Attention time is the best predictor of brand preference and intent metrics.
Recommended by LinkedIn
• Aggregate attention time is crucial for brand campaigns.
• Frequency drives both attentive reach and aggregate attention time.
• Different attention strategies can influence various brand outcomes
Sticking with more evidence-based perspectives, this snappy article has a plethora of insight led by research .
Here’s 3 I really liked.
“Raising brand awareness/top of funnel performance’ has jumped from the sixth most important factor influencing future strategy in 2021, to the most crucial in 2024.”
“Nearly three-quarters (71%) of B2B marketers rate their performance as strong for ‘communicating a distinct brand position or strong USP’ but buyers do not agree. More than two-thirds (68%) of buyers believe ‘many of the brands I see at work have very similar marketing and communications messages – they all sound and act the same’
“Feeling safe signing a contract is again the top consideration when making buying decisions.”
Conversations and articles I like
***
We email, message, and call leads in a professional way, specifically for marketing agencies looking to expand their client base and drive revenue growth.
2moIt’s fascinating how brand awareness and attention are becoming central to our strategies. The shift from just focusing on MQLs to embracing the bigger picture can truly transform our approach. Thanks for sharing these insights—it’s a great reminder that connecting with our audience on a deeper level is what will drive real growth.
Co-Founder & CEO at Compospec
2moGreat post. Thank you Chris Peters. All entrepreneurs and founders should hang this paragraph on their walls. It could even be their bedroom walls. So that they don’t get lost in empty dreams. :) “Nearly three-quarters (71%) of B2B marketers rate their performance as strong for ‘communicating a distinct brand position or strong USP’ but buyers do not agree. More than two-thirds (68%) of buyers believe ‘many of the brands I see at work have very similar marketing and communications messages – they all sound and act the same” Thanks again.
Strategic CMO & Marketing Executive | Proven Revenue Growth in B2B Tech & SaaS | Transforming Marketing into a Revenue Engine with a bit of Funk |
2moNobody hates TRUST. I'm just gonna comment on a headline. 😉
Founder, Tracksuit | Investment Committee, Brand Fund | Scout, Blackbird
2moBrand building is back!! 💜
Private Equity Growth Leader For B2B Services & Technology Businesses | Operating Partner, Commercial & Sales Excellence | PE-Backed CEO/COO | Certified Board Director
2moI completely agree about effectiveness. Our GTM teams need to measure effectiveness better because just improving efficiency won't matter if our teams or processes are ineffective. What could your results be if you improved effectiveness (as measured by volume, conversions & time) by just 10-20% in the critical areas that matter in the buyer journey? With so much AI and lack of authenticity moving into the GTM space, spending time improving process & team member effectiveness is a worthwhile, high-ROI investment.