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Four Tips for Better B2B Brand Marketing

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Four Tips for Better B2B Brand Marketing

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With new research showing that B2B businesses that invest in long-term marketing strategies like branding significantly outperform their competitors, it is time for business marketers to take a cue from their B2C counterparts and take brand building seriously.

With new research showing that B2B businesses that invest in long-term marketing strategies like branding significantly outperform their competitors, it is time for business marketers to take a cue from their B2C counterparts and take brand building seriously.

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Four Tips for Better B2B Brand Marketing

  1. 1. FOUR TIPS FOR BETTER B2B BRAND MARKETING
  2. 2. When it comes to business marketing, lead generation is everything. And justifiably so. Without leads, B2B businesses don’t have prospects to nurture. This is why, on average, more than half of business marketing budgets are dedicated to lead gen (54 percent). But even though leads are the lifeblood of any B2B business, are business marketers making a mistake by not focusing more on long-term strategies like brand building? Research suggests they may be. Recent research from Marketing Week and The Marketing Practice found that businesses that outperform their competitors were twice as likely to allocate 60 percent or more of their budget to achieving long-term marketing goals. Is your B2B brand neglecting brand building in its marketing strategy? The data says it’s time to change that. Get started with the following four tips.
  3. 3. 1 START BY RESEARCHING YOUR BRAND’S TRUE VALUE
  4. 4. It would be a mistake to launch a long-term, costly brand awareness campaign without having a crystal-clear idea of what your brand offers in the market. Step one has to be investing in research to identify where your brand’s true strengths lie in the market. This is the only way to accurately and effectively build an awareness campaign that will engage an audience and drive value. 4© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.
  5. 5. REVAMP YOUR BRAND’S MESSAGE AND MAKE IT RELEVANT2
  6. 6. After you have done the research to identify where your brand’s value lies, it’s time to capitalize. The centerpiece of an awareness campaign should be the slogan or key message. When crafting this portion, you should develop a slogan/message that spells out in very simple, plain terms what your brand offers. Announce your value and then hammer that message home. 6© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.
  7. 7. MAKE CUSTOMER SUPPORT A PRIORITY3
  8. 8. One simple and straightforward way to build positivity around your brand is to ensure that people interacting with it always have a good experience. While the marketing messages you put into the world are important, customers will be more inclined to remember their actual interactions with your brand and whether they were positive or negative. Consistently give customers and prospects a negative experience and your brand will be on the fast track to irrelevance. 8© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.
  9. 9. BE TRANSPARENT ABOUT HOW YOU USE CUSTOMER DATA4
  10. 10. This goes part and parcel with providing your customers and prospects outstanding support. 21st century consumers want to do business with a brand they trust. The best way to earn that trust? Full transparency. Don’t bury the ways in which you will leverage customer data in a 30-page legal document nobody is going to read. Develop a simple, straightforward bulleted list that spells out all of the ways in which your company uses data and share it with users when they opt in. Your customers will appreciate it and that appreciation will start them on the path to becoming a loyal, long-time partner with your brand. 10© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.
  11. 11. Want to learn more about how your B2B brand can get better at branding? Our Marketing Knowledge Center has plenty of reading material on that: 5 Opportunities to Drive B2B Brand Growth Driving Growth Through a Balance of Brand and Demand Why All Brands Must Take a Stand Reinventing Caterpillar with Data and Brand Purpose

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