Research Articles

Startup Evidenza has more than one-dozen clients, including EY and ServiceNow

Why marketing can still work without perfect measurement

Why if you want customers to like your new idea, you should make it seem like an old idea

Why if marketers want better data, we need to work on shortening our supply chains.

Why we should embrace impersonalization – the path to simplicity, scale and success.

Why brand marketing – when practiced and measured properly – is the real “performance marketing.”

Marketers need to follow five key principles in order to maximize the effectiveness of their B2B advertising campaigns

Why your marketing doesn't need to reflect reality for it to work

Contrarian ideas for the next decade

Targeting narrow segments, regularly changing creative and constantly optimising campaigns are all antithetical to growth, yet they’re exactly what marketers are incentivised to do.

B2B marketers shouldn’t be spending time and money convincing out-of-market buyers to consider a purchase but instead invest in making every buyer remember their brand next time they need its product.

Brand marketing creates more financial value than short-term performance marketing – the sooner B2B marketers flip their perspective and start allocating budgets accordingly, the better it will be for everyone in B2B.

Brands – both B2B and B2C – should focus less on keywords and more on making themselves memorable at the point of the buying decision.

The history of marketing is synonymous with consumer brands, but now B2B is the key driver of economic growth and it will be marketers who build those businesses.

For B2B firms, investing in brand marketing is the best bet in good times, and it’s an even better bet in bad times when the pool of current buyers shrinks from 5% to 1%.

Most ads are failing the likeability test, according to new research shared exclusively with Adweek

And how to take them to the next level

Marketing can only generate an effective pipeline if it targets the same buyers as sales, but new research shows the overlap is often shockingly small.

Many are talking of the ways AI will rip up the rulebook on creativity, but for B2B the biggest disruption AI will cause is to diagnosis.

Data shows B2B brands, like B2C, generally serve the same customers, which demonstrates the wisdom of marketing to every buyer in your category.