"Research and category entry points are crucial," say leading B2B marketers.

Marketing executives from KPMG, Vodafone Business, and EY discuss research and category entry points in this third part of our series on what it takes to develop B2B brands successfully.

A yearly brand diagnosis is not the end of brand research. Whether they are B2C or B2B, the top companies monitor their brands all year, assessing how well their efforts are changing the game and modifying strategies as necessary.  Similarly, B2B companies need to know when their industry is most likely to catch consumers' attention and how to make sure their name comes to mind first.