INTERVIEW GUIDE
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Balancing Brand with Demand Activation: How tech marketing leaders are engaging today’s B2B buyers
Balancing Brand with Demand Activation: How tech marketing leaders are engaging today’s B2B buyers
What’s the research about?
This research will reveal how technology and services businesses are balancing investments between connecting with ‘out of market’ buyers to drive future demand and marketing initiatives aimed at converting ‘in market’ buyers today.
We’re asking CEOs, CMOs and marketing leaders what they are spending their budget on and why, and whether they agree with the contrarian view that c.50% of the marketing budget should be spent on brand marketing.
Should 50% of your marketing budget be spent on brand marketing?
We will also reveal how many interview participants agree that the line between B2B and B2C is blurring. We will ask what strategies are needed to engage and build trust with today’s digitally connected B2B ‘consumers’, the humans behind the logos, who now expect to be entertained by brands, feel part of a community and save time.
Book your interview:
Participation does not cost anything other than 30 minutes of your time. The interviews are held over Zoom or MS Teams. If you would like to discuss your interview with TechPros.io before participating, please email interview@techpros.io with the theme you have been invited to interview for and a number to call you on.
Participation is by invitation only.
Background reading to set some context for the interview:
Abstract:
TechPros.io facilitates industry learning for senior executives in business and technology roles. We do this through the production of rich industry content, combining desk research with first-hand experiences and opinions from dozens of pre-selected contributors who participate in 30 minute interviews. Interviewees find the experience intellectually stimulating and are curious to find out how their peer group is tackling similar challenges.
Further information:
See 2 example questions:
Q1
B2B marketers are under pressure to deliver a constant stream of leads to sales, meaning most spend is invested in demand activation. However, research from LinkedIn concludes that only 4% of B2B marketing teams are measuring marketing impact beyond six months.
Leading marketing strategists Les Binet and Peter Field say this should change. Do you agree?
Q2
Anthony Kennada the founding CMO of Gainsight, the company that created the Customer Success movement has a deep belief that the worlds of B2B and B2C marketing are converging, ushering a new era for business that must focus on the humans that sit behind the logos we are targeting, he refers to this as Business to Human (B2H) marketing. He goes on to say that the brand (in B2B) is rapidly moving from a deprioritised expense and distraction from growth, to the heart of business strategy.
Do you agree with this?
Register your interest for the interview now:
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To learn more contact us on 0207 754 3710 or email info@techpros.io
