Will the Battle Between Revenue Generation and Brand Building Ever End?
Why B2B companies must find a balance between the two
The impact of COVID today may not seem as significant as they were a year back. However, business owners (especially in the B2B market) may disagree with this statement. The pandemic has thrown them off their game, forcing them to adapt to changing conditions and incur serious losses.
The adoption of digital and social channels has accelerated across industries and become the mainstay for most of the marketing campaigns launched today. However, B2B marketers have been crippled (of sorts) to resort to digital-first channels instead of their usual lucrative face-to-face meetings.
“When B2B marketers could no longer connect with buyers in person, digital ads had to work overtime and have been a primary touchpoint to get in front of target audiences.” — Jillian Ryan, eMarketer Principal Analyst
Revenue vs. Brand
The common argument marketers face when working with B2B organizations is that marketing is more of a checklist item than a meaningful contributor to business growth. However, people fail to understand that no lucrative deal is closed without building relationships. And that’s where marketing comes in.
