B2B marketers need to focus more on brand building: LinkedIn

Business-to-business marketers should be investing as much time, energy and emotion into brand building as their business-to-consumer counterparts, LinkedIn’s director of marketing solutions, Prue Cox, has suggested.

Cox questioned if marketers were buying into the myth that B2B didn’t require as much brand-love as B2C, and therefore spending too much time on securing short-term sales.

Cox: B2B customers are emotional