B2B Marketers Put Brand Back at the Top of the Agenda
AI adoption is pushing B2B marketers back toward brand building, with 59% saying their business understands its value, Marketing Week research shows.
Topic: B2B Marketing
TikTok Lead Gen: Four Missed Opportunities Marketers Should Fix
Invisalign's in-ad quiz lifted form completions by 28% and cut acquisition costs 11%. Here are four missed TikTok lead-gen opportunities and a five-step framework from TikTok's An…
LinkedIn as an AEO Channel: A Solopreneur's Three-Week Experiment
A three-week LinkedIn experiment lifted AI-search visibility from 0.11% and won a sole recommendation on Google AI Mode, with profile views up 200%.
Mastercard's Jill Kramer on Curiosity, Craft and B2B Marketing
Mastercard CMO Jill Kramer says B2B brands risk drowning in complexity and must give their craft more "time, love and attention".
85.8% of B2B Marketers Back Emotional Storytelling for Brand Building
Marketing Week's State of Brand in B2B survey of 300 marketers finds 85.8% rate emotional storytelling as key to brand building, second only to strong differentiation at 88%.
Over half of B2B firms ramp up brand building, but short-termism persists
58.4% of 300 B2B marketers surveyed by Marketing Week say brand focus has grown in the past year, yet just 8.5% of firms prioritise long-term strategies.
