Welcome to an insightful conversation on the evolving landscape of B2B brand marketing. Today, we’re thrilled to speak with Aisha Amaira, a renowned MarTech expert with deep expertise in CRM marketing technology and customer data platforms. With a passion for integrating technology into marketing strategies, Aisha has helped numerous businesses harness innovation to uncover critical customer insights. In this interview, we dive into the resurgence of B2B brand marketing, the challenges of securing executive buy-in for brand investments, and the strategies marketers can use to build a compelling case for increased budgets. Join us as we explore how data and technology intersect with brand-building to drive business growth.
What’s behind the growing buzz around B2B brand marketing in recent years?
I’ve noticed a real shift in the industry over the past couple of years, with B2B brand marketing stepping out of the shadows of performance marketing. It’s become a hot topic in blogs, social media, and industry discussions. I think a big driver is the realization that tactics like demand generation, which used to deliver strong results, aren’t cutting it anymore. Marketers are seeing diminishing returns, and that’s pushing them to rethink the value of building a strong brand identity. On top of that, there’s a growing body of research that shows how a powerful brand can influence buying behavior in the B2B space, making it impossible to ignore.
How have research findings shaped the argument for investing in B2B brand marketing?
Research from various thought leaders and organizations has been a game-changer. Studies have shown that a strong B2B brand can significantly impact things like brand awareness, consideration, and even conversion rates in performance campaigns. These insights provide hard evidence that brand-building isn’t just fluff—it’s a strategic lever for growth. When marketers present these findings to senior leaders, it transforms the conversation from ‘nice to have’ to ‘must have.’ It’s about showing that brand strength directly correlates with business outcomes, which resonates with executives who are focused on results.
Why do you think many marketers still struggle to get CFOs and CEOs on board with bigger brand marketing budgets?
Despite the growing evidence, there’s still a lot of skepticism at the C-suite level. CFOs and CEOs often see brand marketing as a long-term play with unclear immediate returns, and they’re more comfortable investing in performance marketing where the impact on leads or sales is easier to track. There’s also a concern about budget allocation—executives worry that diverting funds to brand efforts might starve other areas that deliver quicker wins. It’s a tougher sell because brand marketing requires patience and a willingness to prioritize strategic growth over short-term metrics.
How can marketers effectively link brand investments to tangible financial outcomes when making their case?
It’s critical to frame brand marketing in terms of its impact on the bottom line. For instance, I advise marketers to connect brand initiatives to metrics like revenue growth, market share, or even profit margins. By using data—whether from past campaigns or industry benchmarks—you can demonstrate how a stronger brand drives higher response rates or lowers customer acquisition costs. Technology plays a big role here; tools like customer data platforms can help track how brand perception influences buying behavior, giving you concrete numbers to present to a CFO.
What role do competitive benchmarks play in convincing executives to invest in brand marketing?
Looking at what competitors are doing can be incredibly persuasive. If you can show that your rivals are outspending you on brand marketing and reaping benefits like stronger brand health or greater market presence, it creates a sense of urgency. I’ve seen cases where simply presenting data on competitor brand investment and correlating it with their growth has flipped the conversation. It’s not just about keeping up—it’s about highlighting the risk of falling behind in a market where brand perception increasingly drives decisions.
Why is it so challenging to model the financial benefits of brand marketing, even with all the data available today?
Modeling brand ROI is tricky because the impact isn’t always immediate or linear. Unlike performance marketing, where you can track clicks to conversions, brand marketing influences behavior over time and across multiple touchpoints. Many marketers struggle to isolate brand effects from other variables, and there’s a risk of overpromising with models that aren’t fully evidence-based. I’ve seen teams fall into the trap of using overly simplistic assumptions, which can erode trust with financial leaders who are trained to spot weak projections.
How should marketers approach the conversation about ROI when pitching brand marketing to a CFO?
Precision is key. Marketers need to avoid using ‘ROI’ as a catch-all for any benefit and instead focus on the specific financial metric that CFOs understand—return versus investment. I recommend calculating incremental gains from brand efforts, like increased revenue or reduced acquisition costs, and tying them directly to the investment amount. If you misuse financial terms or overstate benefits, you risk losing credibility. Instead, leverage technology to gather data on brand-driven outcomes and present a clear, realistic picture of the financial upside.
What’s your forecast for the future of B2B brand marketing over the next few years?
I’m optimistic about where B2B brand marketing is headed. As performance marketing continues to face challenges like ad fatigue and rising costs, I expect more companies will pivot toward brand-building as a differentiator. Technology will play a huge role—tools like AI and advanced analytics will make it easier to measure brand impact and connect it to financial outcomes. My forecast is that we’ll see a deeper integration of data-driven insights into brand strategies, helping marketers finally bridge the gap with CFOs and CEOs. It’s an exciting time for the industry, and I think we’re on the cusp of brand marketing becoming a core pillar of B2B success.