B2B marketers face a crossroads

Kate Maddox

The pandemic has caused B2B firms to reevaluate their marketing priorities, as the top and bottom lines take on new urgency.

For B2B marketers, balancing lead generation and branding efforts has always been a struggle. B2B's long sales cycles, purchasing by committee, and higher-priced products drive marketers to rely on generating high-quality leads and targeting prospects with specific, relevant content that influences purchase consideration and intent.

Unlike their consumer counterparts, B2B marketers often eschew big branding campaigns focused on company values like trust and loyalty in favor of more demand-generating efforts.

However, in the past few years B2B marketers have invested more heavily in branding. For those companies that cultivated their brand advertising and demonstrated to customers what they stand for...

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