Steady As She Goes: Why Consistency Builds Better Long-Term B2B Marketing
By Lane Ellis
How can B2B marketers build better and more sustainable long-term marketing efforts?
88 percent of global marketers said that achieving brand consistency was crucial, in dentsu international’s recent whitepaper survey, “2021: The year of Brand Consistency, Efficiency and Agility.”
Consistency is an element that’s sometimes overlooked in B2B marketing, however, so we wanted to explore some of the ways that top marketers are incorporating consistency into their efforts.
Let’s get started and dig in with five ways that consistency creates better long-term B2B marketing.
Consistency Case #1 — Content Creation Persistence
For digital futurist and keynote speaker Brian Fanzo, consistency is everything when it comes to successful content creation.
“Consistency. Consistency. Consistency. When it comes to content creation and growing within the #CreatorEconomy, consistency is everything,” Fanzo recently noted.
Beyond content, Fanzo sees consistency as key in many important areas of our professional lives, and one that can also be a personal challenge.
“Consistency is the key to almost every aspect of marketing and entrepreneurship. Consistency is also a massive struggle for those of us with #ADHD,” he shared.
“Surround yourself [with people] who are good at being consistent and empower them by being transparent with your need to be nudged,” Fanzo also suggested.
[bctt tweet=”“Consistency. Consistency. Consistency. When it comes to content creation and growing within the #CreatorEconomy, consistency is everything.” — Brian Fanzo @iSocialFanz” username=”toprank”]
Consistency Case #2 — Get Data Strategies on Track
As with content, marketers must also ensure that the ever-growing amount of data we collect is both relevant and consistent.
“The most common reason AI and ML fail in the marketing sector is that there’s little consistency to the data across all campaigns and strategies,” Louis Columbus, principal at Dassault Systèmes, recently observed in “Is poor data quality undermining your marketing AI?”
Indeed, numerous surveys published over the past year indicate that a leading pain point for marketers is data inconsistency. 36 percent of B2B marketers say that having messy data is a top marketing performance measurement challenge, as we shared in the TopRank Marketing weekly B2B marketing news.
[bctt tweet=”“The most common reason AI and ML fail in the marketing sector is that there’s little consistency to the data across all campaigns and strategies.” — Louis Columbus @LouisColumbus” username=”toprank”]
Consistency Case #3 — Messaging That’s on the Same Page
Sean Crowley, vice president of portfolio marketing at Dun & Bradstreet, recognizes the importance of delivering consistency in messaging no matter which digital channel is being used.
“When you look at being able to bring people together, it’s about creating a common message, a common purpose, and a common effort with everything that you do and how you go to market,” Crowley …read more
Source:: Top Rank Blog
