Equilibrar a construção da marca e o ROI no marketing B2B é complicado. Como você vai encontrar o equilíbrio perfeito?

Finding the balance between brand building and ROI starts with understanding your brand essence. It's not just about logos and colors; it's the core values and mission that drive your company. Share your passion, your "why," with your audience. For me, it's always been about connecting on an emotional level, making sure that every piece of content reflects the brand's true spirit. Authenticity attracts and retains customers, which in turn supports long-term ROI.

Balancing brand building and ROI in B2B marketing requires a strategic blend of emotional engagement and rational value. By understanding and leveraging the emotional drivers of your customers, aligning your brand promise with their needs, integrating emotion into your brand narrative, and consistently measuring and enhancing emotional impact, you can create a powerful and resonant B2B brand.

Ultimately, you'll "keep your job" when you can connect marketing spend back to $$ gained. Always keep this in mind. I'm a big fan of building brand - but this is hard to track & measure back to revenue generated. As such, here's what I recommend 1/ Spend 70% o budget on lead gen - Capture conversion - Focus on converting these to deals won - Have very clear attribution & reporting to show marketing dollars spent to deals won Example: - 100 qualified leads this month via marketing - 50k of deals created via marketing - 25k of deals won via marketing - Spend = 10k - ROI to deals won = 2.5x 2/ Spend 30-30 % of budget on brand - Ultimately, this is what will give you long term growth - Spend here, but spend wisely

As a growth marketer, I'm a huge proponent of creating holistic, connected market research and business development pipelines. This approach creates natural opportunities to achieve ROI on B2B growth efforts, while validating your positioning through real-time market feedback. Brand building happens gradually, as an accumulation of intentional and unintentional associations that inform how we think and feel about a business. When leveraged correctly, this approach is a content-capture vehicle for education-based marketing and thought leadership that bolsters authority and strengthens your brand. You'll know this is effective if the channels you've selected for market research naturally turn into B2B business development opportunities!

A balanced tactical mix is crucial. I once blended content marketing, social media, email campaigns, and event marketing to create a comprehensive strategy. Each channel served a different purpose but collectively reinforced our brand message. It’s like cooking – each ingredient enhances the final dish. Ensure that every tactic you use aligns with your brand and drives measurable results. Flexibility in adjusting these tactics based on performance feedback can optimize both brand building and ROI.

Balancing brand building and ROI in B2B marketing is tricky but crucial. Immediate ROI is vital in today’s budget-constrained environment, but overemphasising short-term gains can undermine long-term growth and customer loyalty. To strike the right balance, allocate part of your budget to brand-building initiatives that build awareness and trust, even if they take longer to yield results. Leverage AI’s predictive analytics to identify and capitalise on quick-win opportunities by analysing customer behaviour, market trends, and campaign performance. Engaging individuals not currently in the market ensures your brand makes a lasting impression for when they are ready to buy.

Invest in brand building for long-term growth while tracking short-term ROI to ensure immediate financial health. Both aspects should feed into each other.

Consider integrating feedback loops, leveraging advanced analytics, and fostering a collaborative team culture. In my experience, regular feedback from customers and team members provided invaluable insights. Advanced analytics helped us make data-driven decisions, while a collaborative culture ensured everyone was aligned with our brand vision and ROI goals. Balancing brand building with ROI isn’t a one-time task; it’s an ongoing process that requires continuous improvement and teamwork.