B2B businesses have been investing more in brand building, and appear to now be reaping the rewards, with the value of the top 100 most valuable B2B brands increasing by a quarter of a trillion US dollars this year.
Addressing its reputational crises head on with new podcast series, mining company Rio Tinto is on a mission to nurture its brand.
This week our marketing columnist asks and then answers the most annoying question of them all.
The moment is approaching when B2B brands realise they need to invest more in brand than performance. Just look at these examples for inspiration.
AI: Beyond the Hype. Generative AI offers B2B brands a wealth of opportunity but marketers are experimenting with an edge of caution.
B2B businesses need to embrace sustainability and make it a core positioning tool if they are to monetise their efforts and reap the financial rewards.
B2B brands don’t just need the salience to make it onto buyers’ shortlists, but must also win their confidence during the purchase process.
An exploration and analysis of the key internal relationships B2B marketers must foster to be effective.
In the first of our new series, A B2B Marketer’s Best Friend, we explore how the relationship between marketing and finance has evolved at software giant SAS.
Forging a close bond with finance will be key if B2B brands are to weather the economic storm and come out fighting.
‘The B2B Marketer’s Best Friend’ series, supported by The Marketing Practice, will investigate how the relationships B2B marketers’ business units such as sales, finance and technology are evolving and where they need to change.
From repositioning as a revenue generator to nailing the message internally, B2B marketers need to be patient, brave and tenacious if they want to land investment.
Five B2B marketers share the lessons they learned when things didn’t work out, which can often be even more valuable than the successes.
In the third installment of our series looking at what it takes to build B2B brands effectively, marketing leaders from KPMG, Vodafone Business and EY share their thoughts on research and category entry points.
Marketing leaders from EY, Vodafone Business, KPMG and Quickbooks share their thoughts on the value of distinctive assets and tone of voice in the next installment of our series on what it takes to build B2B brands effectively.
BNY Mellon is the oldest bank in America but it has a huge perception problem. Its CMO is tackling this by adopting startup cultures and engaging with the whole business.
In the first of a new series looking at brand-building best practice in B2B, we speak to CMOs at companies including KPMG, QuickBooks and RS Group about brand diagnosis and positioning.
Marketers never truly know their influence over demand, but for B2B brands what’s more important is choosing the types of revenue to go after.