Demand be damned? Are B2B marketers placing bigger bets on brand? Will it pay off?

There is an interesting inversion happening in the world of marketing. Consumer marketers are talking a lot about the bottom of the funnel. Business marketers, meanwhile, are focusing more on brand building and awareness. The question right now is, how do B2B marketers interlock brand and demand? How do they improve (and prove) the impact of the brand-to-demand mix.