The "B2B Marketing Report" identifies five principles for growth in B2B advertising: (1) Invest in Share of Voice (SOV) to drive market growth, (2) Balance Brand and Activation, advocating a 50/50 split for long-term brand building and short-term sales, (3) Expand the Customer Base through broad targeting, as acquisition drives growth, (4) Maximize Mental Availability, enhancing brand recall, and (5) Harness Emotion, as emotional campaigns drive long-term success. These principles, adapted from B2C, show that emotional appeal and broad reach significantly impact B2B effectiveness.

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