Effectiveness means you understand what your business is trying to do and the actions you take make a material difference in achieving that. Marketing is communicating to the customer but it is at the service of the business.
The B2B Institute created the B2B Effectiveness Ladder to illustrate how marketers and agencies can continuously improve their effectiveness. It’s very useful when it comes to tracking and measurement metrics.
The Asset Management sector typically focuses on levels one, two and three – rational, sales-focused activations with tight targets over the short-term and generally small bets. For growth, Asset Management marketers should be focusing more on levels four, five and six – using emotion to build brand and salience, target a wider audience with bigger bets to drive long-term growth.
TOP THOUGHT #12:
The B2B Effectiveness Ladder applied to ‘Arthur London / M&G Investments Case Study’ – levels 4,5 and 6 is where it’s at:
LEVELS 1-3
Campaign: M&G Big Bond Questions
Tracking:
- Page visits
- Impressions
- click through rate
- open rate
- leads
- Sentiment (audience & sales)
- Flows
- Unprompted awareness
Highlight:
Positive net flows
LEVEL 4
Campaign: Ski Resorts / Chelsea Flower Show
Tracking:
- Campaign & brand awareness beyond traditional media spend
- Earned media reach, earned impressions, social sharing
Highlight:
Ski – increased consideration over Fidelity and Blackrock for those exposed to the campaign.
LEVEL 5
Campaign: Infastructure
Tracking:
- Brand awareness
- Brand preference
- Increase in purchase intent
Highlight:
‘Grow your business with’ measure increased for M&G Thematic Equities
LEVEL 6
Campaign: IM&GINATION Creative Platform
Tracking:
- Improvement in brand health
- Sales and market share
Highlight:
Growth Rank 6 in FB50 and PULL brand i.e. actively demanded
Read the full 12 ½ principles for Brand and Advertising Effectiveness here.
Source: The B2B Effectiveness Code – The B2B Institute
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