“We need more leads this quarter.”
“We should focus on pipeline opportunities that will close now.”
“Brand building? That’s something we’ll get to next year when we have more leverage.”
Sound familiar? B2B Food & Nutrition (F&N) marketers are caught in a constant tug-of-war between delivering immediate sales results and building strong, distinctive brands for long-term success. Our latest research shows this isn’t just anecdotal – it’s an industry-wide reality.
Our 2025 B2B F&N Marketing Benchmark reveals a clear industry tension: 62% of marketers say balancing long-term brand health with the pressure for immediate ROI is a major challenge. This strategic imbalance is driving what we’re calling the ‘differentiation dilemma’ – a growing struggle to stand out in an increasingly crowed and competitive market. In short, without space to invest in brand-building, companies risk becoming interchangeable — losing the very edge that drives growth over time.
The shift toward strategic brand building
There’s a significant evolution happening in how B2B Food & Nutrition marketers approach their work. The data tells a compelling story: rather than focusing solely on cost control and immediate results, marketers are becoming more growth-oriented. Our research shows that 73% are now prioritising brand perception improvement—up dramatically from just 30% last year.
This marks a fundamental shift in how the sector responds to market uncertainty. Instead of retreating into defensive, short-term tactics, many companies are investing in strategic brand development. They’ve recognised a crucial truth about today’s marketplace: technical capabilities and product specifications—while essential—simply don’t provide enough distinction anymore. In this environment, marketing excellence has become the decisive factor separating market leaders from followers.
The hidden costs of short-term thinking
For decades, B2B marketing in the Food & Nutrition sector has focused almost exclusively on immediate, measurable returns: lead generation, conversion metrics and direct sales attribution. These indicators matter — but they only tell part of the story.
When organisations focus exclusively on quarterly metrics, they often miss the warning signs of brand erosion. Declining share of voice, weakening customer loyalty, increased price sensitivity and longer sales cycles can all indicate that short-term tactical thinking is undermining long-term competitive position.
Many marketers in our research have recognised this challenge and are intentionally investing in initiatives that may not drive quick results but build long-term competitive advantage.
Four key advantages of healthy brands
It’s easy to focus on short-term results but strong brands often create value that builds over time. While these benefits may not always show up immediately in pipeline reports, they play a critical role in long-term success. Based on our research and client experience, we’ve identified four key advantages that healthy brands tend to deliver consistently:
- Shortened sales cycles
When your brand stands for something specific in customers’ minds, you start the sales process several steps ahead. Prospects approach you with a clearer understanding of your value proposition and how you might solve their challenges. This pre-existing awareness means your sales team spends less time educating prospects and more time addressing specific needs—accelerating the journey from first contact to signed contract.
Ingredients companies with strong positioning in specific application areas often find that potential customers come to them directly—skipping the usual, time-consuming bidding processes. This kind of brand strength leads to faster, more efficient sales.
- Reduced price sensitivity
Strong brands are seen as offering unique value—something competitors can’t easily replicate. While it doesn’t mean charging more without justification, it does mean customers are less likely to choose based on price alone. When your offering is viewed as distinctive rather than interchangeable, you gain more flexibility on pricing and can better protect margins, even in a competitive market.
- Greater customer retention
When customers connect with your brand’s values and positioning, the relationship becomes deeper than individual purchases. This connection builds loyalty, reduces churn, and creates a stronger defense against competitors. Over time, it also increases customer lifetime value and can turn satisfied clients into advocates.
- Improved market resilience
When economic headwinds blow or markets face disruption, strong brands typically weather the storm better than their less prepared counterparts. The trust and preference established during brand-building efforts create a reservoir of goodwill that helps maintain business stability even when budgets tighten. This resilience represents significant business value that rarely appears in traditional ROI calculations.
The opportunity ahead
The growing emphasis on strategic brand building reflects a broader understanding that long-term success in B2B Food & Nutrition goes beyond technical expertise. Companies that adapt to this shift are better positioned to meet both immediate business goals and future growth opportunities. Our research shows that marketers who find the right balance between brand health and commercial performance are navigating today’s challenges more effectively. They’re applying practical strategies that build lasting brand value while meeting short-term demands.
In our next blog, we’ll take a closer look at these strategies and share how B2B Food & Nutrition marketers are putting them into action.
Download our 2025 F&N Marketing Benchmark for comprehensive insights into the challenges and opportunities facing B2B Food & Nutrition marketers today.