Measurement - B2B businesses are increasingly recognising the importance of brand building, with 67% of CMOs planning to increase their budgets in this area, according to LinkedIn's Benchmark Report 2024.

While it's widely understood that balancing long-term brand building with short-term sales activation is crucial for business growth, executing this strategy effectively remains a challenge. Most B2B companies still invest less in brand building than the 60:40 ratio of brand building to sales activation recommended by Binet and Field in their influential work, "The Long and the Short of It."

So, what's holding them back? In a panel featuring Renaye Edwards Director at Digital Radish, alongside clients IIvija Skerskane, Vice President, Console Connect and Brian Macreadie, Head of Marketing, Addleshaw Goddard, we'll explore the key challenges and barriers that organisations face in achieving this balance. We'll also provide expert advice on how to overcome these obstacles and optimise marketing strategies for sustained growth.

What will the audience learn? 
 

• How to build a compelling case for brand campaign investment in your 2025 marketing plans

• How brand building and short term activation can work together 

• Advice and learnings from recent and live brand campaigns