Meet the B2B marketers winning the battle for brand

Marketers who work for B2B companies will often acknowledge that they face a different set of challenges to their B2C counterparts. One key difference is that often B2B company boards are harder to convince of the need for long-term brand building, having worked successfully with a laser-focused attention on driving sales at all costs.

That reputation is deserved and has a lot to do with how B2B firms are structured, says head of research at the LinkedIn B2B Institute, Jon Lombardo.