Do Product-Led Growth (PLG) strategies deliver substantially different outcomes compared to traditional Go-To-Market (GTM) strategies for B2B tech brands? LinkedIn B2B Institute conducted research with The Ehrenberg-Bass Institute, to help you understand the fundamental marketing laws that govern growth to learn how B2B tech brands really grow over time.
Read more
Bringing Ehrenberg-Bass Institute's ideas and scientifically proven insights to the B2B marketing world in a comprehensive way, with specific B2B data. An introduction to the How B2B Brands Grow report from the LinkedIn B2B Institute Team: Afiya Addison, Jann Schwarz, Jennifer Shaw-Sweet, Jon Lombardo, Peter Weinberg, Rachel Abbe and Ty Heath.
Read more
It is often assumed that many tiny brands (less than 1% share) are niched. But is this true, and if so, does it mean that they are unlikely to grow?
We discover that niched brands can grow, and that they usually do so by throwing off their niche positioning. However, we find that very few tiny brands are niched, instead they are more likely to be the opposite of niche brands. Instead of having deficit penetration and higher loyalty (i.e., niched), they tend to suffer from even less loyalty than the Double Jeopardy law says they should. Again, when these brands grow they tend to throw off their (deficit) loyalty deviation.
These findings suggest that tiny brands suffer from a lack of overlapping physical and mental availability eg, too many of their sales are not followed by reinforcing advertising exposure, so consumers fail to remember which brand they bought. Growth appears to require that this be corrected.
Read more
Advertising is a significant waste of time, money and effort when it fails to signal the brand and refresh (or build) brand related memories. Of the branding tools available to advertisers, audio branding has received little research attention and consequently, there is limited evidence to guide how often and when to say the brand name in advertising. In this study we sought to identify the audio branding tactics that most affect brand memory linked to video advertising exposures.
Read more
The Laws of Growth, such as Double Jeopardy, show us acquisition of new customers is essential to growing a B2B business. The next question is how does a B2B company acquire new customers? This paper investigates the extent to which the negative attitudes to buying a B2B brand (referred to as brand rejection) hamper B2B customer acquisition.
Read more
Small brands have not received the study they are due considering that, in aggregate, they are a major competitor to category leaders. We therefore benchmarked small brands’ main buying measures (penetration and purchase frequency) in 36 packed goods categories. We make 3 big discoveries:
1) The commonly sought “niche” performance, i.e. relatively higher loyalty, is neither common (one in ten), nor a driver of growth.
A surprisingly large number, over half, of all small-share brands show a persistent loyalty deficit and yet they still survive.
2) The evidence shows that when small share brands grow, a Double Jeopardy model always predicts their performance metrics. Therefore for every small-share brand, buyer attraction must be the managerial priority.
3) This evidence strongly suggests that managers of small brands who want them to grow need to be wary of inadvertently or intentionally niching their brand.
This evidence strongly suggests that managers of small brands who want them to grow need to be wary of inadvertently or intentionally niching their brand.
Read more
This report re-examines the common assertion that the vast majority of new products fail. We investigate whether claims of very high new product failure rates are true or not. We review past empirical research from peer-reviewed academic journals published over the past 26 years and provide a detailed analysis of failure rates for over 30,000 new product launches, from around 10,000 brands, across 25 consumer packaged goods categories (ranging from soft drinks to bath tissue) in the United States market. The findings show that new products do fail, but failure is not as high as is widely believed, or at very least not as fast as thought.
Read more
This report shows the Law of Double Jeopardy for brand loyalty holds for different service categories, such as banking, insurance and hotels, for different loyalty metrics and across different countries.
Read more
Recently, there have been claims that big/global brands are losing to small/local brands. Theories have hastily been put forward why this might be, leading to marketing strategy recommendations. But what is fact and what is fiction? And what strategies make sense for big brands? We report extensive new analyses along with the scientific research (published in peer-reviewed journals).
Read more
While no cannibalization is desirable, it would highly unusual, if not impossible, to have no cannibalization from a new brand launch. However, how much is normal?
Read more