By Ian Darby

Making the internal case for increased investment in brand and creativity in B2B marketing is no easy task. But the rewards more than outweigh the risks.

It’s encouraging to witness the current renaissance in B2B marketing. The power of the best creativity and ideas is proving more than a match for consumer marketing.

However, there remains a sense that CEOs and board members are more conservative when signing off on investment in B2B marketing creativity.

This issue formed the basis of a session at The Drum’s B2B World Fest in which the panel discussed the best ways for B2B marketers to Read full story ›

Source: The Drum