A Path Forward in the B2B Industry

The rules of B2B marketing have changed. Buying committees are bigger, sales cycles are longer, and 95% of buyers aren’t in-market today, but they’re still forming opinions that will decide tomorrow’s deals. Initiative’s new study “A Path Forward in the B2B Industry” reveals why most B2B brands over-invest in short-term demand generation, leaving brand equity and future growth on the table.

Drawing on proprietary research of 800 decision-makers at 60 B2B brands across 5 key B2B categories, this report offers a data-driven framework grounded in Initiative’s Fame & Flow proposition to strike the right balance between brand building and demand capture. Learn which factors most influence purchase intent, how priorities shift by audience, and why brand ‘Fame’ drives 24% higher purchase intent than customer ‘Flow’ alone.

If you want to future-proof your marketing and capture both today’s and tomorrow’s buyers, download the full Fame & Flow study now.

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