How B2B Prospecting Has Changed
Most marketers and salespeople say B2B buyers are less trusting of prospecting today compared with in the past, according to recent research.
Performance Branding in B2B
Marketing Strategy — Tue., Sep. 16, 2025This article discusses the concept of performance branding in B2B marketing and its evolution from a mere marketing tool to a strategic asset for corporate success. It highlights the importance of brand identity and the challenges businesses face in aligning branding efforts with business objectives.
The article also emphasizes the role of digitalization, social media, and content marketing in transforming B2B branding. It outlines the benefits of successful branding, such as improved ROI and stronger brand equity, and the complexities of analyzing brand effectiveness in an AI-driven environment.
Finally, the article stresses the need for CEO involvement and a holistic approach to branding, citing examples of successful B2B companies like Salesforce, Adobe, and HubSpot. It also mentions the challenges in brand management, such as brand architecture, consistency vs. customization, and measuring impact, and the shift towards performance branding in the digital age.
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Performance Branding in B2B
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