For the first time in its history, dentsu’s B2B marketing study finds that brand awareness is now more important to future strategy than performance marketing – which is sliding quickly into reverse. As corporate buying committees expand, and millennials and digital natives gradually replace Gen X as key decision-makers, another tipping point has been reached, per the study: Personal decision drivers have overtaken professional ones – and they have a very different set of buying criteria. Dentsu execs, B2B marketers and other agency bosses weigh in on the new B2B dynamic and where next from here for both marketing and sales.
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Bendigo Bank names chief marketing, customer and digital officers amidst executive shakeup
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Flight Centre Travel Group soars with FY24 revenue of $2.71bn, leisure profits hit 10-year high
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Landmark APAC study pushes B2B marketers to more brand investment, diverse content to influence ‘hidden’ corporate buying group gatekeepers; sales function late, less influential
A swathe of B2B firms sceptical of the new crowd arguing for B2B marketing to invest more in brand and reputation building face a second wave of compelling evidence challenging the effectiveness of conventional B2B tactics, marketing qualified leads (MQLs) and the impact of the sales function in influencing the “dark funnel” of hidden executives in corporate buying groups who influence half the buying process – but don’t show up on sales team radars, CRM systems and focus on risk and reputation over features and specs. Killer stats? B2B buyers don’t reach out to sellers until they’re 73 per cent through the buying journey and 82 per cent of the time the first vendor contacted by the buyer lands the deal. “So it’s not sales calling you, it’s you calling sales,” says former BMW marketer Stuart Jaffray, now Managing Director of B2B agency Green Hat, which co-commissioned the latest B2B buying study across Australia and APAC markets.
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Cocogun spearheads rebrand for Inherited Cancers Australia, formerly Pink Hope
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