The Importance of Branding in Today's B2B Customer Acquisition
Sales Benchmark Index
OCTOBER 6, 2012
Greg built a powerhouse brand by transforming ‘Yellow Freight’ to ‘Yellow Transportation’, a highly preferred brand. As B2B CMO’s work to transition their teams to lead generation there is a danger of abandoning brand stewardship. There’s intense pressure to show a return. Branding metrics, even when quantified with reliable data can be looked upon with reservation. The more tangible metrics of Lead Generation are winning the day. Be careful not to gut branding advantages in the process.