Marketers will think more about sustainability

[Jahangir655]

Marketing has traditionally been all about building brand and driving sales. But now, sustainability is adding a new dimension to the role and broadens the definition of reputation and brand.

This can take many marketers out of their comfort zone, because instead of ‘selling’ they are focusing on broader issues around the environment or social purpose. And the content that supports this shift could conflict with the traditional sales objective because it urges less consumption.

This focus on sustainability takes marketing into a new era. Can the profession balance the drive for profit with the need to protect the planet and its people?

thought leadership trends 2022
Source: 2022 Thought leadership Trends Webinar, hosted on 1st December 2021. Watch on demand here.

Watch our on demand webinar where Rob Mitchell and Gareth Lofthouse discuss the thought leadership trends for 2022 that are reshaping the B2B marketing landscape with Hannah Freegard, FT Longitude’s managing editor.

There will be a better balance between short-term benefits and long-term brand-building
B2C marketers are comfortable balancing short-term sales activation with long-term brand-building, but B2B has been a bit slower on the uptake.

That will change in the coming year. Campaigns designed to generate peru mobile phone numbers database sales leads will still be important, but there will also be a focus on brand-building to drive long-term growth.

For B2B, marketing gurus Les Binet and Peter Field recommend a 46% budget allocation to brand-building and 54% to sales activation. This means you’re doing two things at once: you’re creating future demand with brand-building, and you’re capturing existing demand with shorter-term campaigns that are designed to get an immediate response.


Source: 2022 Thought leadership Trends Webinar, hosted on 1st December 2021. Watch on demand here.