Four Marketing Approaches That Differentiate Successful B2B Brands

B2B firms that outperform the competition focus on long-term marketing goals, test beyond digital channels, and have distinctive brands, according to recent research. Leader firms devote more than 40% of their budget to long-term programs and take a structured approach to testing marketing strategies. They are also more likely to take risks and have a distinctive brand.

The report was based on a 2020 survey of 450 B2B marketers, with leader firms being those that self-identified as having outperformed the competition in the past two years. Over half of leader firms agree or strongly agree that their B2B brand is distinctive, compared to just 40% of others. Additionally, 58% of leader marketers agree or strongly agree that they are encouraged to take marketing risks.

Testing programs beyond digital channels is also popular among leader firms, with 20% taking a structured approach compared to 17% of other firms. This research clearly shows that the most successful B2B firms place a great emphasis on long-term marketing goals, testing, risks, and having a unique brand identity.