As seen in Marketing Week
Brand marketing creates more financial value than short-term performance marketing – the sooner B2B marketers flip their perspective and start allocating budgets accordingly, the better it will be for everyone in B2B.
By Peter Weinberg & Jon Lombardo 4 Mar 2022
Should you be optimistic about the future of B2B marketing?
We are optimists, believe it or not. We believe B2B marketing is on the cusp of a Golden Age, a glorious revolution that shall be ushered in by a momentous event.
And we call this event…the Flippening.
To understand the Flippening, first you must understand the three numbers that explain everything that’s wrong with the B2B marketing industry.
80%, 95% and 8%.
First, 80%. If you talk to a financial analyst, they’ll tell you something like 80% of your share price is based on cash flows that are 10n years out into the future. Contrary to conventional wisdom, Wall Street is not short term. The market values businesses on their future cash flows.