The B2B Brand Marketing Shift
Get This Report
About This Report
With input from 110 enterprise leaders, this report captures the real challenges, data-backed trends, and emerging priorities that are defining the future of brand and performance in B2B.
Sign up to access this download.
B2B Marketers Are Rewriting the Playbook
Lead generation still dominates the budget, but brand-building is gaining ground. While performance channels like search and social remain core, marketers are shifting resources toward brand to drive trust, long-term differentiation, and full-funnel growth.
Still, the biggest hurdle is measurement. Marketers agree brand matters, but many struggle to prove ROI in ways the business understands.
The Shift Toward Smarter, More Balanced B2B Strategies
Built in partnership with EMARKETER, this report examines how B2B marketers across North America are evolving their strategies. Whether you’re advocating for brand investment, refining your media mix, or rethinking how you prove impact, this report offers the data and insights to support your case and sharpen your approach.
What You’ll Find Inside the Report
- Where B2B marketers are shifting budgets, and why.
- How agencies and publishers are leading in upper-funnel innovation.
- Why measurement and attribution are the key to unlocking brand growth.
- The tools and tactics connecting brand efforts to business outcomes.
You May Also Like
Webinar
NORAM
May 21, 2025
The KPI Cure: How Healthcare Marketers Are Driving Performance