Summary
A recent survey reveals that nearly 60% of B2B businesses deprioritize brand building, citing a perceived lack of return on investment (ROI). Among CMOs and senior managers, 61.2% and 52.4%, respectively, express skepticism about the effectiveness of brand marketing. Factors contributing to this trend include limited budgets, short-term focus, and insufficient team size or expertise. Additionally, 41.7% of respondents believe their companies fail to recognize the value of brand building. Consequently, many firms allocate resources predominantly to short-term tactics such as social ads, content marketing, and email campaigns.
Marketing Week
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