We’re awash with statistics and ‘information’ in B2B advertising and marketing campaigns, however which of them actually matter? Which sources can you actually belief as being goal? Too usually, printed analysis is self-serving, primarily based on flimsy proof with outputs that quantity to thinly-veiled gross sales pitches. This was all the time true to an extent, however content material output is rising exponentially and the sheer quantity of noise more and more complicated or overwhelming, or each.
So which sources must you belief? Which sources and research about B2B advertising and marketing can genuinely lay declare to offering perception that’s authoritative, goal and value taking note of, to be able to assist outline your future advertising and marketing methods?
Offering such a supply of perception is a problem we’re addressing at B2B Advertising.
As it’s possible you’ll know, for 20 years B2B Advertising Awards has been the gold commonplace in excellence for B2B campaigns, with a whole lot of entries per 12 months from manufacturers in all sectors, giant and small, addressing a bewildering array of selling challenges.
This 12 months, for the primary time, we’re utilizing AI to mine this huge pool of information to create unprecedented insights on B2B advertising and marketing campaigns in 2024, and focusing specifically on effectiveness, what permits it and what it seems like. The insights that we’ve already mined by way of this undertaking is, frankly, unimaginable – and we’ve solely simply obtained began.
Why is that this knowledge so compelling? As a result of it’s primarily based on a whole lot of detailed submissions primarily based on advertising and marketing work that was truly accomplished – together with (critically) outcomes. It isn’t primarily based on info on what campaigns folks may prefer to run, or what they really feel they ought to be working, however on what they really ran. In different phrases, it’s actuality.
How are we sharing this info?
Within the run as much as the B2B Advertising Awards ceremony on November 27, I’ll be posting every day about one compelling knowledge level, offering just a little context and opinion and alluring additional remark. I hope you’ll tune in and observe me for these posts – and as ever, pricey reader, I sit up for your perspective!
Then, as soon as the ceremony has occurred, and the winners introduced, I’ll be internet hosting a webinar with Shane Redding on December fifth, the place we’ll reveal the marketing campaign and inventive developments which are driving the way forward for B2B. This can give attention to how and the place manufacturers are innovating, and which developments are reducing by way of. If you happen to’re desirous about how B2B is evolving, don’t miss this session!
Following on from that, we’ll be slicing and dicing the insights from The B2B Advertising Awards over the approaching months, making a lot of it obtainable to Propolis members, and the broader B2B advertising and marketing world (to a lesser extent) sooner or later. David Rowlands and Robert Norum (Propolis’s ABM Knowledgeable) are recording a podcast on ABM developments, utilizing knowledge from awards entries, which can be printed imminently.
Given the depth and richness of this knowledge pool, we’re assured that the insights from the B2B Advertising Awards will present a lot wanted authority and integrity to perception within the discipline of B2B advertising and marketing. We’ll be sharing the insights that we really feel are most compelling quickly!
