Linkedin’s B2B institute recently conducted wonderful research using B2B effectiveness data in collaboration with Peter Field, Les Binet and the IPA. The primary motivator of this research was to identify the best marketing principles that correlated with growth. Keep in mind that in this case, growth does not mean improving CTR, impressions, engagements or other traditional digital marketing metrics. Instead, we’re referring to growth in terms of market share, revenue, profitability, and other bottom line business metrics. Extensive research and anecdotal evidence point to one thing — The key to marketing-sourced growth is balance. While this may seem obvious, the truth is that modern B2B marketing is almost always unbalanced. They tend to involve solely short-term, volume-based endeavors that play to logic and reasoning as opposed to a balanced view of short AND long term strategies that consider volume AND price, logic AND emotion, awareness AND fame. ‍ With that out of the way, let’s finally move on to the first principle of B2B marketing strategies that maximize growth. Brand Building vs Sales Activation blog: https://www.factors.ai/blog/the-principles-of-modern-b2b-marketing-part-1-brand-building-vs-sales-activation