Marketers, this one’s for you! The latest branding research from CEB, now Gartner, and conducted in partnership with Google and Motista, involved a cross-industry study of more than 3,000 B2B customers. It revealed the following findings, which have huge implications for B2B brands.
Source: CMO, August 28, 2017.
The data shows that personal value has twice as much impact as business value. This finding also affirms that building an emotional connection isn’t just nice to have–it’s a critical component of any branding or rebranding initiative with clear commercial impact.