Stein IAS’ Post

I'm incredibly proud to say my first custom white paper made its debut at Cannes Lions! I served as the lead analyst on the B2B Brand-to-Demand Experience playbook published by WARC Advisory and sponsored by Stein IAS and LinkedIn. This groundbreaking research introduces a comprehensive approach toward unifying brand marketing and demand marketing. First, it lays out the case for why B2B marketers should link brand and demand (hint: it will drive cost efficiencies and enhance customer experience - who doesn't want that?). Then, it illustrates the BDX model, which organizes and systematizes marketing touchpoints, creating a coherent experience for buyers. The white paper concludes with a set of practical steps B2B marketers can take. Download the report here: https://lnkd.in/e59EutNd

Earlier in my career, I often described myself as a "Performance Marketer." Over time, I've come to eschew the term. ⚖️ - The term is often used in opposition to "brand marketing," implying the latter is not a driver of performance. ☯️ - The truth is that you need to create demand before you can capture it. You can drive growth for your business by finding the right balance between these two efforts. 📊 - The real challenge is the ability to reliably measure the incremental impact of your marketing efforts. 🗣️ - You need to speak the language of the C-suite and the Finance team to achieve the critical alignment required to use marketing as a growth lever in any company. Together with Stein IAS, WARC, and some remarkable marketers, we have published this whitepaper to provide a playbook for B2B marketers. (But let me let you in on a little secret: it's great for B2C marketers too!)

Kudos to WARC, LinkedIn, and Stein IAS for releasing this crucial research on sustainable B2B growth. It's a must-have for every B2B marketer as they plan and direct their teams and strategies for the future. I felt privileged to represent Lexmark to contribute among such a distinguished group of marketers. As always, sharing freely brings abundant returns! The wisdom from the expert contributors is invaluable. Let's keep elevating our industry by sharing our finest work and enhancing the development of #Brand to #Demand expertise in #B2B.

#B2Bcannespostcards#6 (... last one, I promise!) #B2Bagency Transmission have made a significant commitment and contribution to Cannes Lions International Festival of Creativity over the past three years, and used the 2024 festival as an opportunity to launch new research into what #B2Bmarketing leaders need to do to get the board – plus a great graphic… which has much in common with the one created within B2B Marketing’s Propolis community to demonstrate how to excel as a #commercialmarketer (which you can see here in my newsletter https://lnkd.in/e3qrJgd7). Clearly great minds think alike! There’s an interesting discussion to be had about whether or not board membership is the natural nirvana for marketing leaders, or possibly a distraction from other things… but that’s one for another time! In the meantime, Vanessa Cheal provides an excellent precis below and you can download the full report here. https://lnkd.in/eqvXxcTG B2B Marketing

Brand Loyalty - the Lighthouse that brings in the Leads Two companies acquired new brands, but they didn't use them. What happened? They lost business because their clients no longer recognised them! Sharing two examples from personal experience. APV a global process engineering company had an excellent process control system which was very highly regarded called ACCOS. A new CEO decided to change the name and sales leads plummeted, so wisely they reinstated ACCOS and the sales leads returned. About seven years ago Miller Heiman had its brand name changed to MHI, again the same thing happened and again the decision was reversed and the leads returned. The attached article by Tanya Thorne provides further insights and examples. The conclusion is simple, brands are the lighthouses that bring in sales leads. Their power lies in retained customer perceptions often built up over years or decades. In the digital bombardment of the modern world, those long established customer links get lost. Marketing must harness brands and evolve them with care, but they abandon effective brands at their peril. https://lnkd.in/dV7YHq6i #brandrecognition #customerloyalty #salesleads #leadgeneration #millerheiman

Brand building is increasing in importance within B2B boardrooms around the world. But CMOs are facing real challenges to building bold and memorable brands. What are the opportunities for research and insight to help them deliver https://lnkd.in/e5bq8-4T

Today’s marketers are feeling the impact of several universal truths: brand loyalty is waning, it’s harder to build trust, and customized experiences are not just desired – they’re expected. Event marketing isn’t exempt. In this Virtual Chocolate Tasting, we'll discuss how marketers are getting creative to combat this, employing an Event-Led Growth approach to battle increasing competition, decreasing buyer attention, and heightened demand for personalized interactions. Register now to join the conversation: bit.ly/3QsIvbC Rohan Rajagopal Akshay A S Pavithran C Sachin Jaiswal Rhitika Saxena Sandeep Sivaram Mitch Speers Ashutosh Prasad Raj Dhar Joe Fontana 🐘 BuyerForesight #StrategicMarketing #FieldMarketing #EventMarketing #B2BMarketing #ABM #EventMarketingRoI #TechMarketing #ABMEvents #Sales #Marketing #MarketingStrategy #CommonSenseConferences #BuyerForesight

It’s time for bad news, good news. Bad news: your competitors can undercut your brand positioning strategy. Good news: if done effectively, you can limit their ability to do so. The key? Developing your brand position strategy effectively to be unique to your offer. More good news: we break down the basics around brand positioning for industrial B2B companies in this month’s blog post. Read it today > https://bit.ly/48N8nGj #B2BMarketing #BrandPositioning #MarketingStrategy #BrandPositioningStrategy

'The State of B2B Brand Building and Measurement' Join Tom Vannozzi, Head of Quant at Jigsaw Research, for this online webinar next week, Tuesday 28th November at 11am, hosted by Business Intelligence Group (BIG). Brand building is increasing in importance within B2B boardrooms around the world. But CMOs are facing real challenges to building bold and memorable brands. What are the opportunities for research and insight to help them deliver? Reserve your free spot > https://lnkd.in/eb9Kvcyd