ACCOUNT BASED ADVERTISING,TARGETED ACCOUNT STRATEGY
transmission | August 10, 2022
Despite historic skepticism from B2B boardrooms, brand building has been going through somewhat of a renaissance over the past few years.
For all too long, the B2B marketing function was seen as a cost-center whose existence was to support sales in accelerating pipeline and maximizing ROI. Mentions of brand in the boardroom could be met with disinterest and to a certain extent, fear, driven by difficulties in measuring its impact on the bottom line.
The effects of a...