B2B Brand
Marketing Guide

We’re experiencing a fundamental shift in the way B2B businesses consider the role of their brand in the marketing mix.

Traditionally, brand was perceived as a distinctive set of ‘team colours’ and a persuasive proposition. Marketing’s value was earned by generating leads for sales at an acceptable return on investment. Brand-building, however, was considered the preserve of consumer and FMCG companies. But that’s all changing.

So what’s causing this mindset shift?

The obvious starting point is the changing role of salespeople in the customer journey. Over 60% of B2B purchase journeys are now conducted online – without the involvement of sales reps.

Add to that the fact that, according to Gartner, B2B buying committees now number between 6 and 10 people, not all of whom will be experts in your field.

Finally, sales representatives are no longer in the room when buying decisions are made. So the way we influence decision-making has had to change too.  
We’ll explore an evolving perspective on B2B branding, discuss some common myths and offer guidance on strategic, results-focused brand marketing.