Post by account_disabled on Oct 25, 2023 3:38:00 GMT
In this process, one of the marketers will mention thought leadership building the brand – but they might buy a in passing before getting to some of the more detailed, specific, bottom-of-the-funnel goals I listed above at this point. It’s easy to take the brand-building element of thought leadership for granted. We assume it has to happen in the background somehow, almost by default; because people are watching or reading our stuff, it must automatically generate some brand equity for us. It’s seen as a beneficial side effect—and rarely a goal when we sit down and plan our thought leadership approach around it.
This is a shame indeed, as thought leadership can and should Mobile Number List one of the most powerful branding strategies employed by B2B businesses. The ability to build recognizable brands; brands that people not only know, but that they immediately and instinctively think of whenever they think about a particular topic; brands that deliver very real bottom-line benefits in terms of sustained profitability. However, thought leadership doesn’t build these types of brands by accident. It requires a strategy that is consciously focused on generating the emotional responses and impactful memories that the brand relies on. The overwhelming evidence we have about the state of B2B thought leadership shows that too few businesses are doing it.
LinkedIn's Institute just released one of the most in-depth studies ever on how different marketing strategies drive B2B business growth. Researchers Les Binet and Peter Field analyzed the contents of the IPA database to understand the difference between activation marketing (aimed at generating an immediate response) and brand marketing (aimed at building impactful memories and thereby increasing the salience of the brand). effect. How likely is it to come to people's minds over time when it's important. One of the clearest findings from Binet and Field's research is that although investment in a brand increases the effectiveness of activation marketing over time, activation marketing does not reciprocate this by helping to build the brand. Focusing on campaigns that generate an immediate response does not build long-term brand equity. It's not designed to be engaging or memorable on an emotional level, so it won't have any branding impact.
This is a shame indeed, as thought leadership can and should Mobile Number List one of the most powerful branding strategies employed by B2B businesses. The ability to build recognizable brands; brands that people not only know, but that they immediately and instinctively think of whenever they think about a particular topic; brands that deliver very real bottom-line benefits in terms of sustained profitability. However, thought leadership doesn’t build these types of brands by accident. It requires a strategy that is consciously focused on generating the emotional responses and impactful memories that the brand relies on. The overwhelming evidence we have about the state of B2B thought leadership shows that too few businesses are doing it.
LinkedIn's Institute just released one of the most in-depth studies ever on how different marketing strategies drive B2B business growth. Researchers Les Binet and Peter Field analyzed the contents of the IPA database to understand the difference between activation marketing (aimed at generating an immediate response) and brand marketing (aimed at building impactful memories and thereby increasing the salience of the brand). effect. How likely is it to come to people's minds over time when it's important. One of the clearest findings from Binet and Field's research is that although investment in a brand increases the effectiveness of activation marketing over time, activation marketing does not reciprocate this by helping to build the brand. Focusing on campaigns that generate an immediate response does not build long-term brand equity. It's not designed to be engaging or memorable on an emotional level, so it won't have any branding impact.