Eight perspectives on business marketing

Name: Eight perspectives on business marketing
Start: 2025-02-11T15:45:03Z
End: 2025-02-11T16:22:03Z

Andreas Thue from Iteo gave Frode Stenstrøm eight research-based tips on how B2B companies build a brand.

Andreas Thue

Contributor:

Frode Stenstrøm

Held: February 11, 20252 min read

In briefShow moreAndreas Thue from Iteo based the advice on interviews with six marketing experts in 2024, including a professor from the Ehrenberg-Bass Institute and Peter Field.

Andreas Thue from Iteo based the advice on interviews with six marketing experts in 2024, including a professor from the Ehrenberg-Bass Institute and Peter Field.
A key point was the 95/5 rule: only 5% of customers are in the market right now, so the goal must be to be remembered first when the need arises.
He cited research showing creative ads need far less budget than dull ones for the same effect, and that companies should invest more than their market share suggests.
Other advice included measuring share of Google search as a practical proxy for market share, building a brand platform that lasts, and aligning sales and marketing goals.
The advice targets B2B marketers and leaders who want to treat marketing as an investment rather than a cost, and to speak the same language as a CFO.

Andreas Thue, creative lead at the B2B agency Iteo, joined Frode Stenstrøm to discuss eight research-based tips for better marketing. The basis was six interviews Thue conducted in the summer of 2024 with marketing experts in Norway and abroad, including a professor from the Australian Ehrenberg-Bass Institute and Peter Field, plus research from the LinkedIn B2B Institute.

A recurring theme was that customers are rarely in the market right now, so the goal must be mental availability, that is, being remembered first when the need arises. Thue cited research showing that creative, distinctive ads need far less budget for the same effect than dull, rational ads, and that companies should invest more in marketing than their actual market share suggests in order to grow.

He recommended measuring share of Google search as a practical stand-in for market share, since Norwegian B2B sectors rarely have accessible market figures, and building a brand platform that can be used for many years instead of switching messaging often. Collaboration between sales and marketing, with shared goals and sharing of insight into buying signals, was also among the tips.

The conversation also covered how marketing leaders should speak the same language as a CFO, namely revenue growth and market share, to win support for investment in brand building. The recording is from 2025 and is aimed at marketing and sales leaders in B2B businesses.

Watch the recording

Foredragsholdere

Andreas Thue
Kreativ leder, Iteo
Frode Stenstrøm
Gründer og teknologistrateg
Som gründer og teknologistrateg i ProsessPilotene jobber jeg med å hjelpe virksomheter forstå og bruke teknologi som en strategisk kraft for bedre arbeidsprosesser, kundeopplevelser og beslutninger. Rollen kombinerer forretningsutvikling, teknologirådgivning, virksomhetsarkitektur og formidling. Jeg arbeider særlig i skjæringspunktet mellom AI, CRM, digitale plattformer, data, analyse og fremtidens arbeidsliv. En sentral del av rollen er å være brobygger mellom ledelse, fagmiljøer og teknologi. Det handler om å gjøre komplekse teknologiske muligheter forståelige, vurdere hva som faktisk skaper verdi, og bidra til at digitale løsninger blir en naturlig del av hvordan virksomheter jobber. Jeg bruker også rollen til å formidle faktabaserte perspektiver på hvordan AI og teknologi påvirker ledelse, organisasjoner, ansatte og kunder.