In B2B marketing, focusing only on short-term demand can be costly, especially when complex buying decisions take months or years. Most marketers ignore the 95% of potential buyers not currently purchasing, sacrificing the long-term brand engagement needed for future sales. The recent emphasis on short-term ROI due to marketing technology has overshadowed brand importance. It's essential to integrate brand-building and performance marketing since buyer readiness can shift rapidly due to various trigger events, making a continuum strategy crucial for sustained growth.
Marketing strategies fixated on short-term demand capture undermine future growth by neglecting the 95% of the market not immediately in the buying cycle.
Focusing solely on ROI from marketing spend has led to a degradation of brand importance and the need to cultivate mental availability among prospects.
The complex journey of B2B buying requires a continuum approach that integrates both mental availability and demand generation as crucial elements of marketing strategy.
The buying cycle for complex solutions is long, and marketers must prepare for shifts in buyer readiness through strategic branding beyond immediate sales focus.
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