The B2B Effectiveness Code: Creativity and effectiveness in B2B marketing from 2010-2021

The B2B Institute, WARC & Lions

The B2B Institute at LinkedIn, in partnership with WARC and Lions, undertook a major study to analyse the effectiveness of ten years’ of B2B marketing campaigns and to replicate Lions and WARC’s B2C study The Effectiveness Code.
  • Prior research has shown that for B2B brands to grow, they require a better balance of short-term sales activation and long-term brand building with greater focus on large audiences who aren’t necessarily ‘in the market’ today.
  • The data shows that B2B marketing currently skews heavily towards short-term, rational and tightly targeted campaigns that seek to drive immediate sales effects.
  • B2B campaigns become more effective when they have higher spend, are run for longer durations and are spread out across more media.
  • Through analysis of B2B effectiveness winners from 2010 to 2021, this paper uncovers common ‘winning behaviours’ of campaigns at...

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