Last month, Joe Heywood, Strategist, and Kate Andrews, Client Partner, attended The Drum’s B2B World Fest to discover the hottest new trends in B2B marketing.
One major theme emerged loud and clear: it’s time to flip the script on marketing. One major theme emerged loud and clear: it’s time to flip the script on how we think about marketing success. Gone are the days of saving pennies by squeezing out every ounce of efficiency. The focus now? Effectiveness.
So, what does that mean for marketing teams? It’s simple: focus on driving revenue, profit, and market share - the stuff that really matters. To do that, we need to prioritise the right metrics that reflect long-term growth, not just short-term savings. Here’s how you can start making the shift today:
1. Get on the Day One List
Think about the last time you made a purchase decision. Chances are, you chose from a shortlist of trusted brands. The Day One List is exactly that - a list of brands that buyers already feel familiar with and trust. When someone identifies a need, being one of the first brands they think of is a huge advantage. In fact, 90% of the time, one of those top three brands will seal the deal.
What’s the secret? It’s all about visibility and trust. Consistently appearing on the Day One List means consistent growth over time.
The metrics to focus on:
- Market share: Are you leading your category or still a distant second?
- Share of search: How often is your brand being searched compared to your competitors?
- Top 3 unprompted brand awareness: Are buyers mentioning your brand on their own when asked about your category?
2. Crack the code of Category Entry Points
The 95/5 rule states that 95% of buyers are not in the market for your product at any given time. So, when someone finally shifts to being in-market, you want them to instantly associate their specific need with your brand. How do you do that? By cracking the code on Category Entry Points - the moments when a potential buyer becomes actively interested in a solution.
The key to success here is being top of mind when that shift happens.
The metrics that matter:
- Share of brand and solution search: Are buyers searching for your brand and the solution they need?
- Top 3 mentions in brand studies: A great sign that your brand is on the Day One List. If buyers are consistently mentioning you in surveys, you're doing something right.
3. Profit is the name of the game
At the end of the day, profit is what drives real business growth. The goal isn’t just to generate leads or clicks - it’s about generating revenue and proving the real value of your campaigns. If you can’t trace your marketing efforts to actual business outcomes, you’re missing the point.
To do this, you’ll need a solid Econometric Modelling Tool. This tool will help you measure marketing effectiveness by factoring in other variables that impact performance, like pricing, distribution, competition, seasonality, and even macroeconomic trends. With the right data, you can clearly see how your marketing is contributing to the bottom line - and make better decisions for the future.
Final thoughts
It’s time to stop thinking in terms of efficiency and start thinking in terms of effectiveness. By focusing on the right metrics and aligning with business goals, you can help your brand win the long game. Ready to get started?
If you’d like to chat more, get in touch at hello@six.agency
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