英文_领英_2030_年_B2B_经济危机报告_十年以来向_英文版_42页_5mb

2030 B2B Trends Summary

Trend 1: The War On Brand

This trend argues that brand building and sales activation are two distinct types of marketing, advocating for a 50/50 budget split. Brand building delivers long-term growth by influencing future buyers, while sales activation targets immediate demand. Key benefits include increased short-term sales, long-term revenue, pricing power, category flexibility, competitive advantages, and improved talent acquisition. The report warns against the current overfocus on short-term tactics, which stems from a "fixed mindset," and encourages embracing a "growth mindset" for sustainable business success.

Trend 2: Blockbuster Marketing

This section emphasizes creative principles based on Disney's success: making big bets on familiar franchises, ensuring surprising familiarity, employing extreme distinctiveness, and implementing total merchandising. By distributing creative efforts widely across channels, marketers can create scalable, profitable content. Examples like Salesforce illustrate how blockbuster marketing enhances brand equity, requiring bold, consistent execution rather than fragmented, incremental tactics.

Trend 3: The Death Of Hyper-Targeting

Hyper-targeting is criticized for its reliance on flawed assumptions, such as inaccurate data, unstable buying networks, and inherent uncertainties in B2B decisions. The report recommends moving to "reach maximalism," focusing on broad audience targeting to maximize exposure and influence. This approach addresses the limitations of narrow targeting, which often fails to capture dynamic markets, and supports long-term growth by prioritizing category reach over personalized messaging.