Investment in B2B brand marketing has been overlooked, but evidence shows its effectiveness beyond short-term sales support. Papers from the B2B Institute and the Brand Finance report highlight the value of brand investment in B2B. However, the neglected sibling in B2B marketing is the customer experience. Despite recognising B2B decision-makers as humans, their experience is often disregarded. MBAstack advocates for using CXM (Customer Experience Management) to enhance the B2B customer journey.