What's Happening?
B2B marketers are increasingly focusing on brand building as a crucial component of their growth strategies. Companies like Rimini Street and Totalmobile are investing in brand marketing to enhance their market presence and credibility. David Rowe, CMO of Rimini Street, highlights the importance of brand building in scaling B2B organizations, noting that every interaction with customers reinforces or detracts from the brand. Despite the challenges of quantifying ROI, marketers are advocating for increased budgets to support brand initiatives. The 2025 State of B2B Marketing survey reveals that while many marketers recognize the value of brand building, budget constraints and a focus on immediate ROI often limit investment in this area.
Why It's Important?
The emphasis on brand building in B2B marketing reflects a shift towards long-term growth strategies that prioritize trust and credibility. As companies seek to differentiate themselves in competitive markets, brand strength becomes a key factor in attracting and retaining customers. This approach not only enhances market recognition but also facilitates entry into new markets with unfamiliar models. By investing in brand marketing, B2B firms can improve lead quality, shorten sales cycles, and increase conversion rates. However, the challenge remains in convincing senior leadership to allocate resources towards brand initiatives, especially in uncertain economic climates.
What's Next?
As B2B marketers continue to advocate for brand investment, they are likely to explore innovative ways to demonstrate the tangible benefits of brand building. This may involve running pilot programs to showcase the impact on lead quality and conversion rates, as well as linking brand KPIs directly to commercial outcomes. Marketers will need to balance short-term performance marketing with long-term brand development to secure buy-in from the C-suite. The ongoing reporting of the 2025 State of B2B Marketing survey will provide further insights into how B2B marketers are navigating these challenges and opportunities.
Beyond the Headlines
The focus on brand building in B2B marketing highlights broader implications for the industry, including the need for marketers to redefine their roles and strategies. As companies create new categories and enter unfamiliar markets, the role of brand ambassadors becomes increasingly important. This shift may lead to changes in organizational structures, with more emphasis on leadership roles that prioritize brand development. Additionally, the integration of brand marketing with performance-based tactics could drive innovation and creativity within marketing teams, fostering a culture of growth and excitement.
