Why few customers control your B2B brand and your margins
The B2B world shares many branding fundamentals as their B2C counterpart.
Two of the major differences are number of customers (weighting) along with the industry expertise (domain knowledge) that B2B decision makers have. In most cases, B2B companies with similar revenues have a fraction of number of customers compared to their B2B counterparts. This small number of key customers often determines the fate of your business. These few also impact your company’s margins along with your brand, because they go hand in hand.
This is what the CFO and other leaders outside marketing need to understand and why they must support branding.