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Sage CMO: B2B businesses ‘underestimate’ the power of brand
With B2B customers only in market 5% of the time, Sage has taken a long-term focus on brand building to drive sustainable growth.
Compared to consumer brands, it’s relatively rare to see a B2B brand on billboards or television screens. B2B marketing tends to prioritise demand generation over brand building, taking a more short-term sales-driven approach.
However, as Sage launches its new above-the-line advertising campaign, CMO Cath Keers argues B2B marketers are underestimating the power brand has in driving the decision making of businesses.
