What is more important in B2B marketing? Brand campaign or performance marketing? What to target and what to expect better results from? Spoiler alert – at the end we will also add an insider tip directly from Lead Magnet.
B2B marketing has always been a somewhat neglected discipline. A marketing Cinderella. While its embellished and perfumed B2C sister has always enjoyed a lot of attention and B2C marketers have competed to see who can present the most shiny campaign, B2B marketing has always stood aside. Those who knew how to walk in B2C avoided it. On the other hand, it is not surprising – B2B and B2C are really only “sisters” in appearance.
They don’t have much in common, and it certainly can’t be said that someone who knows B2C can handle B2B. It can be said that because of this complexity and difference, clients’ view of B2B marketing is a bit distorted, and they are led to believe that pressure for performance is more important than a brand campaign. But where is the truth?
How do we recognize a client who is a bit “sloppy” in B2B marketing?
At Lead Magnet, we meet clients every day who, while creating their B2B marketing, have encountered B2B specifics that they cannot cope with. And how do we diagnose such a client? The twitter database symptoms are always similar: astronomically high marketing budgets and frighteningly low advertising campaign performance, or a low marketing budget (compared to turnover) and a willingness to invest only in activities that will return leads within days and weeks . And such a client, who has already gone through several unsuccessful campaigns, does not want, quite logically, to throw more money out the window. So what to do about it?
Why is B2B not just about numbers, but also about love brandy?
This is where we often encounter the first snag. B2B marketing is not just about click-through rates and completed acquisitions – although of course we are still talking about business, what is seo and why is it important? where profits come first. B2B is also about building a relationship with the customer and strengthening customer loyalty. Brand awareness and lead nurturing are more prevalent in B2B than in B2C . Even though B2C marketers pretend that they discovered America with the term “love brand”, we dare to say that in B2B it was always about love brandy. The client, who probably comes into contact with B2C marketing more in everyday life, expects that in B2B it will also be mainly about performance. But how successful a brand campaign is is not at all easy to express in numbers. And in B2B it is really a key part of marketing.
Why don’t we recommend investing only in performance campaigns?
Brand campaign Clients who get on the right path and realize that they can’t invest in just one, divide their budget between performance and brand activities. One simply can’t be done belize lists without the other. We don’t recommend investing only in performance . In the eyes of the layman, this often means pouring a lot of money into Google Ads . But there, both competition and the cost per click are growing at a rocket rate. For many B2B companies, this path is therefore completely unsuitable and essentially liquidating.