The Importance of Brand in ABM – Business 2 Community
08 Apr 2021

The Importance of Brand in ABM – Business 2 Community

Provoke Insights’ research on B2B companies is featured in Business 2 Community, a key business, marketing, and industry blog

The article emphasizes the importance of qualitative measures, like traffic and awareness, for a seemingly unquantifiable strategy: branding. By investing heavily in branding, companies can catch target audiences one or two years in advance. In other words, work smarter than competitors – not harder. 

However, our research shows that 67% of B2B professionals agree that their company invests in their brand. With many other companies ranking branding high on their top priority lists, the article urges in-house marketers to take extra steps to differentiate themselves.

These steps might include:

  • Taking bold steps to stand out
  • Increasing personalization and authenticity
  • Focusing on marketing ROI rather than new leads
  • Commissioning market research

Ultimately, as demonstrated by our B2B marketing research, many brands these days focus on key qualities like unaided awareness. To stand out from the crowd, in-house marketers should look for more intuitive ways to build their brands.

 

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