037 - Building a Memorable B2B Brand
1* Marketing measurement is being torn apart by media fragmentation, yet we need it more than ever
This is a snappy POV from Ian over at Pokerstars.
The artificial funnel that alludes to a perfectly executed linear buying journey is, as we know, a myth.
It’s fragmented, complicated and untrackable.
But, with the right guardrails, and leading indicators, you can introduce frameworks that allow you to continue to measure marketing effectiveness.
Check out Ian’s post, but I would add my point below.
> Introduce a marketing framework that incorporates different data perspectives for the advertising you conduct. My example is below, but you can incorporate more granular metrics, more revenue driven metrics, or more behavioural metrics. The point is to encompass what make sense for your brand.
2* Building a Memorable B2B Brand: Who Will Be the Next Iconic Brand?
This article is jam packed with insight and beautifully crafted infographics to visual some great takeaways.
Here are 3 interesting insights I found most interesting
B2B companies have become more confident with producing creative campaigns.
You’ll learn what a creative commitment score is
The impact emotion has on your marketing
3* Understanding market demand for abstract things
Mr X is back, the alias operating under Calvin Blanc who wrote “How good is demand-gen marketing at actually creating demand?” is back with his take on market demand, with the use of abstract thinking.
This is an interesting perspective about where demand lies and the 5 key components that support it
The overall theme of what exactly is fuelling and informing demand makes sense. It’s a healthy blend of what we know, with the useful addition of a minimalist design.
Conversations / Articles You Should Read
A practical guide to making the move from lead gen to demand gen in B2B
Managing performance expectations
For far too long, customer success has been underappreciated for its impact on growth
Point of View is the cornerstone of marketing communications
Nice work from EY and Ogilvy with his commercial
Tools, Platform, Events or Podcasts
Each week I share a tool I find interesting, an event I’m attending or a podcast I have listed too.
The easiest way to showcase your product. Arcade.
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