Dear marketing enthusiasts,
Today we’re talking about the 60/40 rule – a concept from Les Binet and Peter Field that optimally divides B2B marketing budgets between long-term branding and short-term performance marketing. 60% branding – 40% performance:
💡 Why is this so relevant in the aftermarket?
In complex purchasing processes, branding is crucial in order to remain top-of-mind and in the relevant set. At the same time, performance campaigns ensure short-term action.
🔍 How to do?
Phase 1 (months 1-7): Branding. Phase 2 (from approx. month 7): Performance (targeted approach):
60 % branding
Building trust, awareness and differentiation.
- Method: Display ads, content marketing, social media (thought leadership), SEO
- Long-term effect: Market presence and emotional connection
- KPIs: Reach (impressions) and click-through rate (CTR).
- Example: High-quality banner ad on channels for technicians, e.g: AMupdate.de
40 % performance
Direct conversions and measurable results.
- Method: Display ads, paid ads, conversion-optimized campaigns.
- Short-term effect: Leads and clicks.
- KPIs: conversion rate.
- Example: Free product samples, training or exclusive promotions such as “30% off first orders”.
💡 Tip: A strong brand needs repetition. Start your branding and performance campaign now to reach technicians in the best possible way!
