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Campaign effectiveness research: Testing the potential and real-world impact of your marketing

Our latest research shows that winning brands are successful because they understand the ‘full funnel’ approach to marketing along with ensuring their messaging resonates with their brand position. At B2B International, our campaign effectiveness research can accurately test the potential and real-world impact of your B2B campaigns and messaging, benchmarking your performance against competitors and uncovering opportunities for differentiation.

 

Our approach: Four Critical Success Factors

campaign effectiveness research

Our research into campaign effectiveness in B2B markets shows that there are four critical success factors of a B2B marketing campaign:

  • Campaign Impact: impact has 3 purposes: catching attention; driving a response; creating memorability. A campaign needs to get noticed, often on a crowded website, across noisy social media channels or in a dense publication. Preferably it should drive an emotional response to prompt an action at the time a buyer is in market or prompt a call-to-action of some kind at the time the campaign has been noticed.

  • Campaign Resonance: It is vital that a campaign resonates with the target audience on the “3 Cs”: it needs to be clear, credible and compelling. Often campaigns that evoke an emotional response (e.g. by appealing to pain points or feelings) resonate more strongly.

  • Brand Fit: A campaign must align with the identity of the brand. Campaigns should display consistent brand elements to ensure that they support the ultimate goal of building the brand. The message, the colors, and the creative should all be “on brand”.

  • Brand Favorability: A campaign shapes brand perceptions and so it is important that it increases favorability towards the brand in some way. It is therefore necessary to explore shifts in brand perceptions as a result of the campaign, e.g. if the brand is now seen as more innovative, more flexible, more trusted, etc.

 

Case study: Testing the effectiveness of a global ad campaign to inform creative and media placement

Our client, one of the world’s largest chemical companies, approached us to test their latest ad campaign through independent research. Despite its size, our client was still relatively unknown outside its home country, Saudi Arabia. Our client therefore planned a global campaign designed to increase brand awareness and interest in foreign markets, and to promote the company as responsible, an innovation enabler, and a brand which cares about solving the world’s problems through collaboration. Before the launch of the campaign, our client wanted to test its effectiveness in communicating those messages.

advertising effectiveness research case study

 
 
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