Masterclass - Long terms vs short term: Where to focus for business growth?

The 5 principles of growth

B2B companies are missing the plot: research shows that long-term campaigns are 3 times more likely to drive market-share growth, and 60% more likely to deliver profit improvement. Long-term branding campaigns that create an emotional connection with your buyers build mental availability and drive business effects like revenue, profits, and market share growth. 

Despite the evidence, B2B marketers face increasing pressure to deliver results this quarter, not the next one, or the following year. Most business owners evaluate marketing budgets through the lens of direct outcomes: “What will we get from this investment?” In turn, marketers focus a lot of energy on sales activation campaigns with short-term gains to secure leadership’s buy-in. 

But what if there’s a way to play the long-term game, while also linking marketing to business growth in the short term?

Hosted by STOICA.CO with special guest Richard Parsons, Founding Partner of True Agency, this masterclass explores the five laws of growth, why effectiveness matters, and shows you how to balance brand and lead generation for optimal growth.

Richard will share his insights into how successful marketers build growth for the businesses they work in, with a mix of long-term and short-term strategies, aimed at building the brand.

A graduate of the University of East Anglia, Richard Parsons has spent over 30 years as a true ad man. He began his career in account management in B2B advertising, working at Anderson & Lembke London (now McCann Erickson Enterprise) before establishing one of London’s first digital agencies.

He has pursued a career in strategic and creative planning, firstly at Fox Parrack Hirsh, a B2B technology agency, and since 2012, as the founder of True, a B2B specialist creative and media agency.  

During his career, Richard has worked in most categories and on over 100 brands from American Express to Adobe, Blackberry, Cisco and Yell.

True is an integrated B2B agency and the only B2B specialist to receive the coveted Effectiveness Accredited recognition from The Institute of Practitioners in Advertising.

This masterclass is a great fit for marketing experts & business leaders who want to understand how short-term and long-term growth fuel each other.

The masterclass will equip you with the insights, tools, and principles that enable you to justify marketing spend and connect it to business results.

The masterclass is a paid event and requires registration.
If you sign up and won’t be able to make it, please let us know via email at  office@ stoica.co