B2B Marketers Face a Crossroads

Can – or should – companies that prioritized brand-building over lead-gen in the pandemic go back?

By Kate Maddox

B2B marketers have been investing more heavily in brand advertising in the past few years, realizing that they need to espouse what they stand for beyond offering competitive prices. At the same time, the pandemic has caused B2B companies to reevaluate their marketing priorities as the top and bottom lines take on new urgency.