B2B buyer expectations are increasing rapidly. What might be important to your audience one day might be a thing of the past the next. It is therefore essential that you regularly track brand performance over time.
Through this evolution of B2B buyer expectations, it has become more apparent that an organization needs to focus not only on what is important to the company they are selling to, but also the buyer themselves. This is where a strong brand plays a vital part.
Brand health tracking research can measure how your brand is performing on awareness and usage, brand positioning and brand performance. It will show what aspects of the brand funnel need bolstering, whether the brand position is correctly aligned with brand objectives, and where strengths and weaknesses lie in order to improve brand investment.