Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
3 min read
Michele Nichols Tue, Jun 01, 2021
What’s next for the markets your technologies serve? It’s hard to get a clear read. There’s a dichotomy right now that is challenging for C-level leadership to interpret and declare a clear direction. With a broad perspective on markets like biotech, biopharma, diagnostics, instrumentation, medical device, aerospace, manufacturing, and industrial, we notice:
Consolidated industry data suggests a steady growth in web traffic since a pre-pandemic baseline of January 2020, but sales conversations have been more volatile. We’d argue that the demand is there, but engaging and converting prospects presents a challenge with companies’ current processes and digital marketing and sales tech stack.
Leaders of companies wanting to seize upon opportunities opening in their market are looking for fresh perspectives that will help guide long-term change with near-term milestones and ROI. Change has always been hard—but the current state of our workforce makes this harder than ever. 76% of US employees are experiencing burnout. Between the pandemic stressors, the pressures of caring for children and elderly family members while performing on the job, in addition to staffing shortages that increase the responsibilities of remaining employees, employees have change fatigue. CEOs we talk with are concerned about a wave of turnover when the employment market presents new opportunities. They’re also noticing the day-to-day impact on morale and productivity.
Many of the CEOs we work with are using this time to step back and re-think their brand, vision, and go-to-market strategy. They’re committed to coming out of this better than they entered it and are beginning initiatives like:
How can you seize the opportunity while providing the support your team needs?
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