Performance or brand marketing? Which strategy promises sustainable success today

The marketing world is changing. Traditional lead campaigns are achieving the desired results less and less often, while at the same time companies are hesitant to fully commit to brand marketing and tackle the long-term development of their brand. It is now important to find the right balance and integrate all measures into a holistic communication strategy. As an experienced communications consultancy and full-service agency, Evernine is here to help.

Purchasing behavior in the B2B sector has changed dramatically. Today, it is no longer just traditional purchasing managers who decide on purchases; other employees are increasingly contributing their expertise. In fact, four out of five employees in companies are now involved in these decision-making processes. This makes it increasingly difficult for providers to generate targeted leads from responsible individuals.

At the same time, potential customers have become more sensitive when it comes to data protection: Only 25 percent of B2B buyers are willing to disclose their data for interesting content. In addition, eight out of ten avoid filling out contact forms and 60 percent feel uncomfortable giving detailed information about themselves to a company with which they have no previous relationship.

 It's all about the right balance

Traditional performance marketing, which only aims to generate leads, is therefore no longer effective. Such campaigns are increasingly coming to nothing and failing to achieve the desired results. This is why consulting firms such as McKinsey also point out in their analyses that, in view of these developments, companies should increasingly switch to brand marketing and incorporate known and proven measures from this area. The right mix and a holistic marketing and communication strategy are essential here. This includes the following points:

1. Balanced marketing mix with different focal points
   
   It has been known for a long time, but is now more important than ever: companies should rely on a 50:50 mix between broad-based branding measures and targeted performance marketing. A broad campaign reach (share of voice) ensures long-term growth and increases brand awareness, while performance marketing achieves short-term, measurable success. This balance promotes both brand visibility and direct customer interest.
   
   

2. Building brand and trust in the long term
   
   Today, customers only decide to contact a brand once they have established trust in it. A good reputation, positive customer reviews and recognition in the market are the cornerstones of this strong brand identity. Companies should provide relevant content for this. Evernine supports them in generating appropriate content and thus building trust in their brand, credibility and a positive brand perception.
   
   

3. Quality over quantity in lead generation
   
   Companies should recalibrate their definition of Marketing Qualified Leads (MQLs) and focus on high-quality, promising contacts. Evernine recommends seeing leads not as the end result of a campaign, but as the start of an informed lead nurturing process.
   
   

4. Targeted combination of push and pull channels
   
   To ensure a comprehensive target group approach, Evernine relies on the strategic combination of push and pull channels. Pull campaigns address actively searching prospects and are therefore ideal for targeted content, while push campaigns address potential customers who do not yet have a specific interest. This targeted channel selection helps to maximize reach and build brands across different phases of the sales funnel.
   
   

This targeted combination of proven branding and performance marketing measures is now the best strategy for companies to build lasting brand loyalty and trust and still achieve immediate lead success today. As a full-service partner, Evernine provides holistic advice and ensures that companies reach their target groups effectively, generate more business and grow sustainably.


Do you have any questions or would you like to work with us to make your campaign a success? Get in touch with us!