A Crusade Against Mediocrity and Superficiality in B2B Marketing

Erwin will no doubt once again take aim at performance marketing. Naturally, he will be preaching his own gospel. And that belief is anything but modest. But this time, he is backed by some well-regarded disciples. Take Boston Consulting Group, for example hardly lightweights, if you ask WADM. They found that 99% of B2B marketers agree that trust in a B2B brand plays an important role in the buying journey. So, you would expect a significant portion of the budget to go towards branding, and perhaps a bit less towards performance marketing? Not quite. 70% of B2B companies allocate less than half of their marketing budget to branding. Most of the money still goes to short-term thinking. And we all know what a strategist thinks of short-term thinking.

That kind of short-term thinking boils down to just one thing: leads. Which means revenue. Which means money. But it no longer delivers. At least, not the way it did a few years ago. Erwin will be sharing some compelling perspectives on this during NIMA Marketing Day 2024. No doubt, a few critical marketers in the room will accuse WADM of preaching to the converted — after all, we are the Netherlands’ leading B2B branding agency. But let’s be honest, the folks at BCG aren’t exactly amateurs. And neither are McKinsey. They recently found that B2B companies with strong brands outperform their competitors by 20% when it comes to shareholder value. According to these sharp minds, a strong brand not only helps generate more leads, it also reduces exposure to price pressure and lays the foundation for long-term value creation.

Look at that, the good people at McKinsey are speaking Erwin’s language. Long-term thinking. And that might hit a nerve with at least 1,500 marketers. Erwin won’t be making many friends. There will be blood… at first. But our beloved strategist will, as always, find a way to make amends. He’ll reveal to those 1,500 seasoned marketing professionals the secret magic formula that connects branding to ROMI, return on marketing investment. He might even lift the bonnet and give the audience a glimpse of BrainSells, our own proprietary neuromarketing methodology. One way or another, it’s going to thunder in Utrecht on 13 June. There will be heresy in the temple. Feathers will fly. But as we say: no friction, no shine. And without shine, there’s no performance. Amen.

Time for a little promo — and who better to deliver it than… well… NIMA themselves: NIMA Marketing Day is the biggest marketing festival in the Netherlands.
Marketers, get ready for a day packed with inspiration, innovation, and must-have insights. A day where the boundaries of marketing and advertising are pushed, stretched, and redefined. At NIMA Marketing Day, the most prominent marketers, thought leaders and industry experts come together to share the latest trends and developments shaping our field. According to WADM, all that fanfare? It’s actually about you. This is where you need to be. Granted — you’ll have to open your wallet. But in return, you’ll get something special. Including our very own preacher. And something about foxes in henhouses. Thunder and lightning. Fireworks. You get the idea. Make sure you’re there. You really won’t want to miss this.

NIMA Marketing Day
13 juni 2024
9.00-18.00 uur
DeFabrique, Utrecht
Info en inschrijven: NIMA Marketing Day