The ‘Circles of Doom’: Quantifying the Misalignment of B2B Marketing and sSales

According to world renowned experts Les Binet and Peter Field, marketers need to follow five key principles in order to maximize the effectiveness of their B2B advertising campaigns. Watch our exclusive readout of our new research in partnership with Les Binet, Peter Field, and the IPA. From investing in your share of voice to balancing brand and activation, our research analyzes the patterns in B2B marketing to determine which marketing strategies lead to the most growth.

Brands – both B2B and B2C – should focus less on keywords and more on making themselves memorable at the point of the buying decision. “The most important search engine is still the one in our minds.” That quote – from Jon Bradshaw, founder of the consultancy Brand Traction – is the most profoundly pithy idea we’ve heard in a long time.

B-to-b creative tends to follow a set formula: product features + disembodied voice-over + generic visuals. You know what we’re talking about—stock images of professionals in gray suits sitting around a conference room table shaking hands. Text that describes your product in excruciating, quantitative detail. 111% ROI, 33% faster speeds, 77% reduction in costs. Generic attributes that could apply to any brand—“innovative,” “reliable.” And don’t forget the voice actor with the soothing baritone. And then, at the absolute last second, the big branding reveal.