Branding is as important in B2B as it is in B2C. According to market research, branding is the #1 strategic priority and area of emphasis for marketing executives, ahead of product development, customer satisfaction and innovation. Yet B2B dynamics such as increased business complexity, longer sales cycles, and deeper customer relationships mean the approach marketers need to take to branding is inherently different from that of their B2C counterparts. In this presentation, Mitch draws on years of experience helping B2B marketers build strong brands. He shows the ways in which B2B brand-building is similar to CPG and other B2C businesses, but also highlights important differences that need to be accounted for in order to ensure success in a B2B environment.

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