Data Snapshot

B2B Marketers Plan To Invest In Brand Awareness, Perception, And Preference To Meet Buyers’ Needs

May 4th, 2023
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
With contributors:
Paul Ferron , Julia Swerdlow , Rachel Birrell

Several factors impact the B2B purchasing process: Both global and European purchase influencers point to technology expertise, pricing, reputation, and positive previous experiences as important when selecting a vendor. To meet the brand-related needs of their buyers, 48% of all B2B marketing decision-makers responsible for brand and communications and 51% in Europe plan to accelerate investments to generate awareness, perception, and preference for their organization over the next 12 months; 50% globally and 44% in Europe also aim to better integrate and align their brand building and demand generation activities.

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