Is brand dead, or just in need of a new way to define it? Many companies are shying away from brand building, unable to see the point if they can't immediately tie it to revenue and lead gen. But the companies who are brave enough to make it a part of their vision and growth strategy may be able to jump ahead of the competition.

Elizabeth Hague is the owner of Wildcat Echo and a fractional CMO who specializes in scaling challenger brands into industry leaders. She believes B2B companies need to take more risks and embrace the notion that brand isn't a static idea, it's a force deeply tied to customer success and a company's bottom line.

Don't mention the B word: "I no longer say the word ‘brand’ because it’s a dirty word. Instead, I talk about customer obsession, full-funnel marketing, and demand generation. The reality is that demand doesn’t exist without brand—it’s the gas for the fuel tank."

By changing the language around "brand" to a more particular focus on "customer obsession," Hague emphasizes that she can steer the conversation into productive avenues and appeal to everyone in B2B leadership, rather than just marketers. 

"What do you want to be known for? What is your ultimate goal for your campaigns? You want customers who absolutely love you," Hague notes. "I want aligned teams. I want to unblock silos. I want internal people talking to each other. I only want them focused on customer obsession, so saying things that people truly understand and can cling to is the name of the game in this market."

Fear factor: Hague believes that fear is holding B2B leaders back. "CEOs are terrified. All the money has come out of PE firms and venture-backed funds, and they’re scared to take risks. And when you’re not able to take risks, you end up looking exactly the same as everyone else."

She offers a solution to counter fear and move ahead in marketing efforts: "Let's start integrating marketing into revenue-driving strategies. Everything is measurable now. Assign a KPI to something, and you can make a play for revenue."