Everyone wants to sell. Few want to build something that lasts.
This is the portrait of current B2B marketing: an ecosystem addicted to very short-term metrics. Immediacy has become the engine of a model that prioritizes easy numbers at the expense of sustainable results.
Click KPIs, inflated MQLs, and dashboards that shine in weekly reports mask an inconvenient truth: brands are disappearing.
According to the study State of B2B Marketing 2025, from Marketing Week, 58% of B2B companies believe that brand does not generate ROI. More than half (50.7%) state that branding is not a priority. And among CMOs, this number rises to 61.2%. In large companies, the data is even more alarming: 41.7% of marketing directors admit to not understanding the value of the brand.
The result is predictable. A market that chases the click and ignores the legacy. Investments scattered across tactical actions, while differentiation and positioning dilute. Brands disappear from the buyer's memory as soon as the budget is cut.
The numbers show the same trend. 32% of companies concentrate efforts on campaigns with a return of up to six months, while only 7.4% plan strategies with impact beyond one year. The budget, almost always, goes to what delivers immediate results: social media (56%), paid search (53%), and email marketing (46%).
But what truly builds value, such as Public Relations, events, authority content, and brand experiences, is left for later.
The root of the problem lies in the lack of long-term vision: 37% of companies recognize this limitation and 25.9% classify branding as “too expensive.” What many ignore is that the real cost is not in investing in the brand, but in losing it.
When the brand disappears, price becomes the only differentiator. And brand is not a cost. It is trust capital.
The future does not belong to those who are in a hurry. It belongs to those who understand that, in B2B, the purchase is not an impulse but a consequence. Reputation, preference, and trust are built with consistency, not with haste.
The study of Week Marketing The conclusion is clear: the obsession with immediate ROI is destroying the future pipeline.
In the end, the question is simple: if the brand is the asset that sustains the entire business, how can you grow without believing in it?
If you want to sell tomorrow, start building your brand today. Because legacy is not built in haste.
