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‘Coming to mind is critical’: Top B2B marketers on research and category entry points
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.
Brand research doesn’t stop with a once-a-year brand diagnosis. Whether B2C or B2B, the best businesses track their brands throughout the year, examining how well their efforts are shifting the dial and adjusting tactics accordingly.
Likewise, B2B brands must understand when their category will most likely come into buyers’ minds and how they ensure their brand is the first they think of.
