Imagine for a moment that you are not a B2B marketer. Instead, think of yourself as an investor, and ask yourself this: how do you identify great investments? Well, here’s a winning approach learned from watching the movie ‘The Big Short’ over and over again.
First, find a contrarian idea. The Big Short is about five investors who predicted the housing market crash that was the catalyst for the financial crisis of 2008/09, in defiance of conventional wisdom.
Second, make sure you are right by examining the evidence. In the movie, the character played by Steve Carell flew down to Florida to confirm the housing market was, in fact, comprised of sub-prime loans.
Third, be prepared to wait a while. The housing market did not collapse overnight. It took several years for the contrarians to cash in on their investment.
The big long
Let’s return to the world of B2B marketing. If Warren Buffett was a B2B marketer, where would he invest his capital? We’ll tell you where: at the very top of the funnel. In fact, that’s precisely what Warren Buffett does, buying stakes in famous brands like Coca-Cola, Geico and Apple. In B2C and in B2B, brand building might just be the single best investment a business can make.