Features Archives - The B2B Marketer

Measuring the ‘halo effect’ of consumer brand campaigns on B2B sales for hybrid brands

The halo effect in marketing isn’t some mystical force – it’s a very real, strategic advantage that brands can tap into.

Posted by Tim Nash | Dec 2, 2024 | Analysis and Advice |

Christmas markets are beginning to buzz, and it’s the most wonderful time of the year for retailers to dazzle and inspire.

For years, digital marketing has relied on metrics like click-through rates (CTR) and viewability to measure ad performance.

CMOs are known to have shorter tenures than their C-suite counterparts – but due to poor performance.

In business, we often hear the saying, ‘If you build it, they will come’. But the reality is far more complex.