Why Read This
Business-to-business (B2B) organizations find themselves dependent on a strong brand to maintain a place in the consideration set as business buyers gain control over the purchase process with easy access to product specs, peer reviews, and competitive intelligence. When managed well, a strong B2B brand benefits the health of the entire company and serves as a bridge between the company and its customers. Business marketers must use their brands to spur rational and emotional preference, relevance, and consideration throughout the buyer's journey. Read this report to learn how to apply Forrester's 21st-century brand marketing approach to build, maintain, or reinforce B2B brands.