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Long vs short term results: The impact of communication & PR in B2B communication
Posted by Louis De Nolf

A successful business needs revenue, it therefore needs to maintain and expand its market share. In other words, to retain customers and to generate new sales. We can make a distinction in B2B communication between short term and long term communication goals. Short term communication goals are typically focused on gathering new leads; long term communication goals are harder to measure, they focus more on brand awareness and reputation.

Long- and short-term goals

When your communication strategy is solely focused on short term goals you will gradually see your impact deteriorate. That’s because when you stop nurturing your brand awareness, your target audience is no longer exposed to your business. Your stakeholders no longer get frequently introduced to you. As a result, your business or service is at risk to no longer be top-of-mind.

If the success of marketing and communication is measured by the number of new leads, it's understandable to only focus on short term goals. The consequence however is that little by little the name of your business will mean less and less to your audience. A weakened brand awareness results in SEO and SEA campaigns becoming more expensive and less effective.

Strong brand awareness (people recognising a logo, a brand sparking a reaction) is what nudges in your direction a person looking for your solution. Look at your own experience: when you search for an answer to a need, you are much more inclined to go for something you recognise and have heard about, rather than to step into the unknown.


Outbound campaign

Nurturing brand awareness is a long-term effort that requires an outbound cross media approach. A communication & PR campaign (Outbound) typically includes:


  • Media exposure & influencers: Involving industry specialists, associations, bloggers, and key editors in your communication

  • Events: Grasping the attention before, during, and after tradeshows

  • Press conferences: Shining the spotlight on your innovation, product launch, or new market entry

  • Social media: Attracting, informing and engaging with prospects, partners and stakeholders


TIP! A recent communication research by duomedia allowed us to uncover how B2B professionals prefer to inform themselves, which channels they find reliable when making buying decisions, and much more. Download it for free by clicking on the link below!




One of the strongest aspects of outbound communication is its targetting. Are you only interested in reaching Swiss engineers active in a specific sector? Not a problem. Outbound communication in capable hands makes sure the right audience is reached without wasting resources. Filtering options such as demographics, specialised channels and communication sources, and localisation, allow outbound communication to be very effective.


ROI on outbound

The n°1 ROI measurement of your outbound communication is in your sales figures. An informed audience shortens sales cycles, increases demand and already filters irrelevant interest out of your target audiences. Leading to a more effective sales cycle and revenue growth.


duomedia is an international B2B communication agency that assists and supports bussinesses with professional communication services.

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