Yet, 80% of US B2B marketing and sales professionals said it was challenging to integrate the company brand identity across channels, per February 2021 data from market research firm Provoke Insights. Respondents cited significant challenges that made this so arduous.
As B2B marketing becomes more targeted and data-driven, one might assume that a strong brand strategy isn’t necessary since performance strategies can drive pipeline and close deals. But that is a fallacy. Branding is as essential now as it has been since the advent of marketing. It is the foundation on which all good performance marketing is built.