How B2B marketers can drive $1 trillion in brand value

Business-to-business (B2B) marketers have an opportunity to drive a significant increase in brand value if they can match the performance of their consumer-facing counterparts.

Business-to-business (B2B) marketers are less successful than consumer-facing brands when it comes to generating value for their parent companies – and narrowing that gap could be worth almost $1tn, according to a study from Brand Finance.

The brand valuation...

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