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. My agency team proposed an E-Detail approach where dentists were educated through online videos. 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.