Business to Business (B2B)

When we look back at the 2010’s, we’re going to remark that it was a decade largely driven by performance marketing.

B2B brands have long used thought leadership as a way for customers to gain access to the brand’s specialized expertise.

We like to think we’re rational and logical, that we identify then assess the options, evaluate the consequences then make solid, well-thought-through and reasoned decisions. But the decisions we make are primarily influenced by the emotions we feel.

Back in May, Emmanuel Probst shared that brand growth requires a full-funnel approach. While this is true for all brands, it becomes especially critical in B2B, where purchase cycles are usually much longer and involve multiple people with different responsibilities around the final purchase decision.

To stay alive and flourish in highly competitive environments, business-to-business (B2B) companies spend more time and money on R&D.