The pandemic propelled B2B brands into the digital realm, turning social and digital spaces into essential tools for survival rather than optional strategies, fundamentally redefining how sales are completed and relationships are nurtured.
As brand image increasingly influences B2B sales—accounting for 40% of decision-making—businesses with strong brands can outperform their weaker counterparts by nearly 20%, underscoring the necessity of brand-building in this domain.
Chase Cornett emphasized the current excitement for transformation in B2B, upon recognizing the new opportunities technology and innovation offer, prompting concerns about whether brands are adequately prepared for these shifts.
The shift in B2B branding from sales-led tactics to focusing on brand-building reflects a broader realization within the market that strong brand identities are crucial for driving growth.
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