Building a Case for B2B Branding

For many B2B companies, branding often takes a backseat to distributing lead-gen campaigns and producing content specifically targeting individual customers according to where they are in the sales funnel.

Two-thirds of B2B companies are either in the nascent or emerging stages of developing brand positioning and brand strategy, according to a November 2021 report on the value of brand building in B2B conducted by Google and Boston Consulting Group. One of the most salient aspects of the report: among the 330 companies surveyed, 39 percent said their business purchasing decisions were driven by the brand, compared to 27 percent for consumer brands.

So why don't more B2B companies go deeper with branded advertising and make it part of the core? Do B2B marketers need to take better advantage of multiple media channels available that can propel branded messaging and enable the brand to connect with customers on a more human level?

In this episode of Champions of Growth, host Matthew Schwartz is joined by co-authors of the study, Doug Novack, managing director, business and industrial markets at Google, and Peter Dewey, managing director and partner at global management consulting firm BCG, to talk about the upside of more B2B branding and how it justifies bigger investments.

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