IAA | The "Future Demand" Brand

The "Future Demand" Brand

Category - Online Conference

Brand in B2B has often lived in the shadow of “demand.” Yet, research by the Ehrenberg-Bass Institute indicates that only 5% of buyers are actively in-market at any given time. By positioning “brand” as the driver of “future demand,” B2B marketers are now changing c-suite mindsets and unlocking brand investment. This session explores how the movement to interlock brand and demand is emergent among growth-focused enterprises.


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