Why B2B brands must invest in long-term objectives

The job of B2B marketing is often thought of one-dimensionally as generating leads and a sales pipeline to keep a brand’s revenue machine churning.

However, earlier this year, Marketing Week and The Marketing Practice collaborated on new research into effectiveness in B2B marketing, which uncovered how successful brands are more likely to plan further ahead and focus on long-term brand objectives.

The great balancing act: The long and short of B2B marketing

To follow up these findings, we asked a selection of high-performing B2B marketers how they are addressing the challenges of marketing effectiveness in the sector.

Here, Microsoft’s director of Surface marketing, Michael Cunningham, argues for investing in long-term metrics such as awareness, consideration and purchase intent, taking advantage of the opportunity to create desire in potential customers.