Deepfakes, synthetic audiovisual impersonations of real people, pose an increasing threat to businesses and must be prioritized for proactive risk mitigation by both B2B CMOs and brand and communications leaders. Rapid advances in generative AI (genAI) make deepfakes easy for anyone to create, from a disgruntled employee to an external threat actor, with the goal of disrupting business, impacting stock prices, or to exact revenge. Deepfakes can cause long-term brand damage and serve as a significant distraction, harming the reputations of both companies and their executives. This report addresses why it is crucial for B2B marketing leaders to prioritize deepfake preparedness.