![Sponsor](https://marketingweek.imgix.net/content/uploads/2019/08/13104458/lock_icon-1.png?auto=compress,format&q=60&w=193&h=193)
Sage CMO: B2B businesses ‘underestimate’ the power of brand
With B2B customers only in market 5% of the time, Sage has taken a long-term focus on brand building to drive sustainable growth.
Compared to consumer brands, it’s relatively rare to see a B2B brand on billboards or television screens. B2B marketing tends to prioritise demand generation over brand building, taking a more short-term sales-driven approach.
However, as Sage launches its new above-the-line advertising campaign, CMO Cath Keers argues B2B marketers are underestimating the power brand has in driving the decision making of businesses.