Why don’t more B2B companies go deeper with branding? With buyers increasingly in control of the purchasing process, B2B companies need to shift more of their ad dollars to branded advertising so they could tell their story and better distinguish their value. B2B marketers who stick with the status quo and continue to rely on lead-gen advertising may be at risk, as their customers and prospects look to connect on a more human level.

In our latest episode of ANA Champions of Growth, host Matthew Schwartz talks with Doug Novack, managing director, business and industrial markets at Google, and Peter Dewey, managing director and partner at global management consulting firm BCG, about how B2B firms can enhance their branding efforts, create more of an integrated approach to customer engagement, and drive better marketing outcomes.