White paper - Balance: The Key to Effective B2B Marketing

B2B marketing departments have never had so much measurable data. But turning that data into useful, actionable insight remains a challenge. Discover the key take aways and the best recipe for long term growth and true marketing effectiveness in our latest white paper.

What's the secret to effective B2B marketing?

It all comes down to balance.

Just like a healthy diet, an effective B2B marketing strategy needs a balance of interacting tactics. But what are the key ingredients and how can you avoid imbalance? In our latest white paper, written by Colin Gray, we dive into the importance of balance and cut through the data to uncover the five key areas which marketers need to strike a balance in.

What's inside?

  • The importance of balance
  • What is marketing effectiveness?
  • The five ingredients of a balanced B2B menu
    • Budgets: lead gen vs brand building
    • Targeting: broad vs narrow
    • Customers: new vs existing
    • Creative: heart vs mind
    • Measurement: short-term vs long-term

About the author

Colin Gray, Managing Partner at McCann Enterprise Central, is a hugely experienced strategic marketing professional with a proven background in shaping and executing award-winning brand and comms strategies. Diverse experience spanning client-side, creative and media agency roles, which enables joined-up thinking and means business decision makers are firmly at the heart of the solution. Colin is a passionate advocate for evidence-based marketing and delivering B2B best practice for clients.

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White paper - Balance: The Key to Effective B2B Marketing

B2B marketing departments have never had so much measurable data. But turning that data into useful, actionable insight remains a challenge. Discover the key take aways and the best recipe for long term growth and true marketing effectiveness in our latest white paper.

Read more