Decoding
B2B’s Brand Boom
B2B’s Brand Boom
How the B2B sector is embracing the power of brand, community, storytelling and more to accelerate growth.
Fact highlight
86%
of B2B professionals feel equipped for the changes and transformations their industry is facing over the next 5-10 years
And 82% are excited and inspired about emerging technologies
2024
Latest
report
About
Decoding B2B’s Brand Boom
The role of marketing in B2B businesses is transforming, from a sales-led function to a marketing-led one that is becoming an engine of growth for businesses and powering go-to-market strategies. And ‘brand’ is a major lever of this transformation, rubbing shoulders in importance now with big ticket areas of investment and transformation such as data and technology, talent, and sustainability.
B2B is experiencing a ‘brand’ boom.
This boom brings with it new implications and fresh opportunities for marketers. But in a sector boasting a complex purchase funnel, multiple decision-makers, unique reputational risks and a heightened dependency on direct relationships, those opportunities must be unlocked with skill and care.
Facts
75%
of B2B professionals are optimistic about their career growth in the next 5 years
Despite high pressures,
B2B professionals stay resolute
B2B professionals stay resolute
Facts
83%
think they have a strong influence on business decisions and the future of their company
Making positive impact:
72%: To their team/department/company
63%: Economically
56%: Environmentally
72%: To their team/department/company
63%: Economically
56%: Environmentally
Facts
52%
ranked brand stewardship as one of the top three most important parts of their role
Second only to talent, and data and technology
Facts
69%
prioritize long-term partnerships over a fresh point of view and approach
And for those influencing purchasing decisions,
it goes up to 72%
it goes up to 72%
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