B2B firms that outperform the competition are more likely to focus on long-term marketing goals, test their marketing programs beyond digital channels, encourage marketers to take risks, and have distinctive brands, according to recent research from The Marketing Practice and Marketing Week.

The report was based on data from a survey conducted in 2020 among 450 B2B marketers. "Leader" firms were defined as those brands that self-identified as having outperformed the competition over the past two years.

Some 37% of respondents who work for leader B2B firms say they devote more than 40% of their budget to long-term marketing programs, compared with 25% of respondents who work for the rest of the firms surveyed:

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Four Marketing Approaches That Differentiate Successful B2B Brands

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji