15 - 18 October 2019
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At an event in New York last month, Les Binet and Peter Field presented a new take on their ‘Effectiveness in Context,’ research. This time they focused on the data around B2B brands to see if their findings differed. Read our summary below.

Les and Peter’s presentation slides

The presentation stands on its own but will make more sense if you also watch them present the original Effectiveness in Context at EffWeek 2018.

The data around business-to-business case studies suggests that they follow broadly similar patterns and effectiveness rules as B2C campaigns.

We can straight away see that brand building seems to be important in B2B just as it is in B2C.

Chart: brand building outperforms activation in b2bHowever, the optimum mix may need to be more activation heavy for some B2B brands. The big caveat to this is Peter and Les earlier findings that the level of brand-building compared to activation steadily increases as brands age. So marketers must take into account the age of their brand as well.

Chart - the average optimum mix of brand building and activation for B2B is 54 activation 46 brand buildingg

15 - 18 October 2019
Reimagine Creativity & Effectiveness
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Emotion plays a big part in B2B advertising, something which many brands forget. They assume that B2B purchases are made more rationally. The evidence doesn’t support this.

Chart - emotional campaigns outperform in B2B

Here are a few of the emotional themes that were effectively used by B2B brands.

Common emotional themes used by B2B campaigns include: humanity in a tech obsessed world; your partner in a tough world; we know it's lonely at the top; security in choice; champion of the entrepreneur; FOMO

Download Peter and Les full deck on balancing brand building and activation in B2B marketing. The presentation stands on its’ own, but will make more sense if you also watch them present the original Effectiveness in Context at EffWeek 2018.

“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”

Bridget Angear, Joint Chief Strategy Officer at AMV BBDO

“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”

David Wheldon, Chief Marketing Officer, RBS

“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”

Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK

“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”

Andrew Canter, Global CEO, BCMA

“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.

Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited

“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”

Chris Combemale, Group CEO, DMA