This blog was co-written by Scott Friedman and Mel Johnson. B2B technology companies are caught in a perfect storm: breakneck innovation with AI, increasing buyer expectations, and more complex and competitive buying cycles. While many companies have leaned into to address these escalating challenges, they may not be integrating a third vital corporate imperative thatRead more
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In today’s hyper-competitive B2B technology landscape, it’s easy to see why brand strategy sometimes takes a back seat to demand generation or product innovation. It’s a mistake. The evidence is overwhelming: brand is not just a “nice to have”—it’s a business imperative, a strategic asset, and the foundation for sustainable growth, differentiation, and resilience. B2BRead more
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