Nowhere is this more prevalent than in the gap between brand and demand. Speaking to B2B marketing leaders, it’s clear that a seamless journey from brand to demand, with sales and marketing ...

Nokia has very high awareness but customers are no longer familiar with what the brand does after shifting its focus from B2C to B2B.

Global banking platform Wise has grown steadily in recent years, and it is now turning attention to its B2B arm as it looks to realise its next stage of growth. The brand currently moves about 5% of ...

Example: The “SHOCKED” campaign measured brand awareness uplift as a core metric, demonstrating the campaign’s impact on market perception. This analysis demonstrates that influencer marketing has ...

Though the examples in this article refer to business-to-consumer companies, it's worth noting that enablement, enticement, and enrichment are also critical to building an admired B2B brand. Each ...

A few years ago, my wife bought her first pair of TOMS shoes. At the time, it wasn't a purchase driven by philanthropic admiration of the company's famous "one-for ...

Other businesses will inevitably send and receive cash, too. This situation involves business-to-business (B2B) payments, which are a different kind of money movement. Unlike small sales with ...

Culture has become a central part of brand strategy for companies like Diageo even as definitions remain fuzzy, executives said at an event Wednesday.

A shift is happening in B2B. As we navigate the complexity of modern ... This means looking at metrics like retention, engagement and positive brand trust signals. These metrics aren’t as ...

B2B tech marketing is evolving rapidly ... Marketing's Role In Revenue Generation CMOs of the future won't just talk about brand awareness; they'll be accountable for pipeline acceleration ...