The LinkedIn B2B Institute is the company’s think tank whose goal is to research the future of marketing and decision-making in the B2B industry. It is also responsible for annually publishing the Trends of the B2B study, a document that has become a reference for the industry.
“2020 has been one of the most difficult periods in modern history. The pandemic has thrown a cloud of uncertainty for the next 6 to 12 months. For this reason, this year we have decided to look to 2030 ”, reads the 43-page text that covers the three macro trends that, according to Linkedin, will define the next 10 years of B2B marketing.
We talk about brand building, creative strategies and content distribution.
And in this new blog post on LeadPioneers, we will focus on what takes up a little more than half of the report: brand building.
In general, over the last decade, the brand building strategy has been opposed to the activation or lead generation strategy. The latter seeks to generate short-term growth by increasing sales immediately, but results decline rapidly and its effectiveness does not increase over time.
According to the study, within B2B industries, activation does not create demand; it only helps companies capture the demand that already exists. Branding is what really creates demand, both in the long and short term.
THE RIGHT QUESTIONS
When Jeff Bezos, founder of Amazon, is asked, “What will change in the next 10 years?” Bezos responds that that is the wrong question. According to the richest man on the planet, the right question is: “What will not change in the next 10 years?”
And according to Linkedin, what will not change is the power of the brand and consequently the number one goal of companies should be brand building as a daily discipline that drives long-term business growth.
For the CEO of LeadPioneers, Chrys Gerokonstantis: “The brand is the greatest value of the company and its construction in the digital plane must be at the center of the strategic objectives of every company”.
According to the Linkedin report, brand building also gives the possibility of moving between services, products or business lines under a solid matrix: “The brand umbrella is fundamental and it is what allows you to develop with clear messages for each one of the services or products that you are delivering ”, Chrys says.
MORE SILVER FOR BRANDING
According to the Linkedin study, over the next few years B2B marketers must allocate 50% of their budget to long-term brand building and 50% to short-term sales activation. But by 2030, the balance is expected to tip decidedly in the direction of brand strengthening at 74%.
So the commitment to brand building will be radical.
-How does LeadPioneers help its clients to build their brand?
-Respecting and transferring the brand’s values to the digital campaigns we design, a strong work between our UX teams and the company’s stakeholders. New products or improvements that are made to the marketing campaigns are evaluated to check the fit with the culture, performance and to comply with the standards of the brand and the best development and security practices. We ensure that the campaigns are an organic extension of the services or products of our clients. It does not matter if it is face-to-face through a totem, an application, the site.
So watch out for brand building, a safe long-term strategic bet for this uncertain world.
At LeadPioneers, we help you generate B2B Sales Leads, this will allow you to have consitent growing pipeline with potential buyers for the now and the future. Contact us and let us support you in creating or updating your business strategy.
