Unlocking Value in B2B: A guide to seizing initiative and internal positioning for B2B marketing

B2B brands could be doing more to unlock latent value through positioning themselves with prospective buyers.
  • Brands need to be willing and able to go back and realign an activity plan to what truly matters to the business and senior management.
  • Marketing should start by understanding how customers buy, and map that against all planned activities and budget allocation.
  • By striking a better balance between brand building and demand generation, marketing can both cultivate and nurture demand....

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