8. B2B Marketing Myths Debunked (what The Science Says) Aieutics podcast

8. B2B Marketing Myths debunked (what the science says)

1d ago 33:38

Μοίρασέ το

Το περιεχόμενο παρέχεται από το Alexandra N.. Όλο το περιεχόμενο podcast, συμπεριλαμβανομένων των επεισοδίων, των γραφικών και των περιγραφών podcast, μεταφορτώνεται και παρέχεται απευθείας από τον Alexandra N. ή τον συνεργάτη της πλατφόρμας podcast. Εάν πιστεύετε ότι κάποιος χρησιμοποιεί το έργο σας που προστατεύεται από πνευματικά δικαιώματα χωρίς την άδειά σας, μπορείτε να ακολουθήσετε τη διαδικασία που περιγράφεται εδώ https://el.player.fm/legal.

This (longer) episode focuses on the latest research from the Ehrenberg-Bass Institute for Marketing Science.
The discussion delved into B2B marketing myths, emphasizing evidence-based insights from the Ehrenberg Bass Institute. We specifically analyze and debunk several marketing myths that are often wrongly applied to B2B,

including the myth that brands should focus on retaining a loyal base of customers.
Findings emphasize that in order to grow, brands need to reach a wider audience, and not just target their current customers.
They also explore the importance of distinctive brand assets
and the impact of category entry points, which can be leveraged to make a brand more readily available in a consumer's mind.
Finally, we provide an overview of the Duplication of Purchase Law, which describes the tendency for customers to share across multiple brands,
as well as the Double Jeopardy Law, which demonstrates the correlation between market penetration and loyalty.

References:
- "Advertising effectiveness and the 95-5 rule: most B2B buyers are not in the market right now | Ehrenberg-Bass Institute for Marketing Science": https://www.marketing.unisa.edu.au/Ehrenberg-Bass-Institute/our-work/publications/advertising-effectiveness-and-the-95-5-rule-most-b2b-buyers-are-not-in-the-market-right-now

- "Brand Rejection in B2B: Incidence, Reasons and Implications | Ehrenberg-Bass Institute for Marketing Science": https://www.marketing.unisa.edu.au/Ehrenberg-Bass-Institute/our-work/publications/brand-rejection-in-b2b

- "Category Entry Points in a Business-to-Business (B2B) world | Ehrenberg-Bass Institute for Marketing Science": https://www.marketing.unisa.edu.au/Ehrenberg-Bass-Institute/our-work/publications/category-entry-points-in-a-business-to-business-b2b-world

- "How do Business-to-Business (B2B) brands compete? | Ehrenberg-Bass Institute for Marketing Science": https://www.marketing.unisa.edu.au/Ehrenberg-Bass-Institute/our-work/publications/how-do-business-to-business-b2b-brands-compete

- "The Double Jeopardy Law in B2B shows the way to grow | Ehrenberg-Bass Institute for Marketing Science": https://www.marketing.unisa.edu.au/Ehrenberg-Bass-Institute/our-work/publications/the-double-jeopardy-law-in-b2b-shows-the-way-to-grow

8 επεισόδια

including the myth that brands should focus on retaining a loyal base of customers.
Findings emphasize that in order to grow, brands need to reach a wider audience, and not just target their current customers.
They also explore the importance of distinctive brand assets
and the impact of category entry points, which can be leveraged to make a brand more readily available in a consumer's mind.
Finally, we provide an overview of the Duplication of Purchase Law, which describes the tendency for customers to share across multiple brands,
as well as the Double Jeopardy Law, which demonstrates the correlation between market penetration and loyalty.

Podcasts που αξίζει να ακούσετε

Aieutics »
8. B2B Marketing Myths debunked (what the science says)