Binet and Field: Effectiveness lessons in B2B

Looks at research from Les Binet and Peter Field into how marketing effectiveness works in B2B.

Over the past 12 years Les Binet and Peter Field have amassed a body of work that deconstructs consumer marketing effectiveness and that guides brands on how they can best allocate their budgets – a 60:40 split between brand building and performance marketing being the headline takeaway.

Now, at the invitation of the LinkedIn B2B Institute, the pair have turned their attention to the world of B2B marketing, using the same source material (confidential data submitted alongside entries to the IPA effectiveness awards competitions) and the applying the same approach (examining how inputs, in the form of strategic or...

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