How brand savvy are B2B marketers really?
Three B2B marketing leaders share why being brand savvy doesn’t mean giving up performance marketing entirely – it is about finding the balance that suits your business goals.
We all love a good news story – and the development of brand building in B2B marketing has been just that. B2B marketers have thrown off the shackles of lead generation and are positioning themselves as strategic growth drivers for their business. Except it might not be as clear cut as that.
Marketing Week’s exclusive State of B2B Marketing data shows that while there has been a shift towards long-term marketing goals in B2B, it is still an industry that looks to short-term measures first.
Of the 600 B2B marketers who responded to the survey, one-third (34.1%) accept the main focus of budget allocation is on short-term tactics with a further fifth (18.3%) saying there is a slight focus on short-term marketing. That amounts to over half of B2B marketers still preferring to use performance marketing. Under a third (30.2%) opt for a mix of long and short – and just a combined 16.1% would prefer to focus on long-term marketing.
