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For CMO Professionals

Drive B2B Brand Value With Emotion And Experience

The Success Of A B2B Firm Hinges On Its Brand Strategy

June 12, 2020

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Why Read This Report

B2B CMOs, marketers, and CX professionals should read this report to understand brand's far-reaching impact in driving successful acquisition and retention as well as creating top-line growth. The report describes the process for designing emotion-led brand strategies that enable B2B firms to heighten their brand's energy and maximize its impact through the customer life cycle. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • B2B Marketers Must Take A Broad View Of Branding
  • Brand Is Vital To B2B Success
  • Strong B2B Brands Are Built On Emotions
  • Make Your Emotional Strategies Specific To B2B
  • Recommendations

  • Infuse A New Emotion-Driven Brand View Through The Organization
  • Supplemental Material
  • Related Research Documents

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