B2BNow - A study on the value of consumer relevance to B2B brands

1. B2B NowA study on the value of consumer relevance to B2B brands #B2BNow @siegelgale

2. Siegel+Gale is the simplicity company.     We deﬁne, design and deliver compelling brand experiences that are   both unexpectedly fresh and   remarkably clear.  Our promise

3. 3 We oﬀer  •  Research •  Brand strategy •  Brand architecture •  Experience strategy •  Simpliﬁcation •  Content strategy •  Content development •  Naming •  Visual identity •  Environments •  Global implementation •  Employee engagement •  Digital experiences

4. + Why we conducted this study + Key takeaways + How we evaluated B2B brands + How B2B brands build consumer relevance + How relevant are you to consumers? B2BNow A study on the value of consumer relevance to B2B brands

5. ! ! We’re deeply interested in B2B branding and set out to understand the value of consumer relevance to B2B brands Why we conducted our B2BNow study

6. “B2B2C” = 892,000! “B2B vs. B2C” = 1,020,000! “B2B vs. B2C trends” = 3,540,000! ! Why we conducted our B2BNow study

7. Most B2B companies still debate the business beneﬁt of building a strong brand that everyday consumers can understand and relate to.! Why we conducted our B2BNow study

8. Why we conducted our B2BNow study B2BNow sheds deﬁnitive light on the value of building simple B2B brand experiences that can even engage and be relevant to consumers.!

9. Key takeaways Business decision-makers are more likely to consider B2B brands that consumers know and feel connected to. Our analysis reveals that the most relevant B2B brands:! 1 Make their impact tangible to consumers! 2 Foster consumer- centric cultures of innovation! 3 Generate demand through cohesive brand experiences! 4 Use simpliﬁed design to clarify offerings!

10. We asked 9,500 Consumers! 450 Business decision makers! To evaluate 64 B2B-focused brands based on two attributes:! Familiarity & Connectedness!

11. Top attributes associated with brands that connect most Know me "Understands people’s needs! Be there for me "Reliable! "Trustworthy! "Makes people’s lives easier! Tell it like it is "Communicates clearly

12. Drives demand B2B brands that build consumer 10%B2B decision makers are 10% more likely to consider

13. Boosts the bottom line In a side-by-side comparison between the 10 most and least connected brands, the Top 10 showed:! 27% More growth in stock value from 2010-2013! 8% Higher ratio of intangible assets to total assets in 2012 31% Greater growth in revenues from 2010-2013

14. How B2B brands stack up 1. Google 2. Microsoft 3. Intel 4. Bosch 5. Dell Familiarity Connection High Relevancy 6. FedEx 7. 3M 8. Bayer 9. Lenovo 10. GE 11. IBM 12. UPS 13. Xerox 14. Siemens 15. Caterpillar 16. Mitsubishi 17. Cisco Systems How B2B brands stack up

15. How B2B brands stack up Familiarity Connection How B2B brands stack up Familiarity Connection

16. How B2B brands stack up Familiarity Connection Known but not relevant

17. How B2B brands stack up 1. Glencore Xstrata 2. Continental AG 3. Ingram Micro 4. Cardinal Health 5. Johnson Controls 6. DENSO Corp. 7. SYSCO 8. Munich ReGroup 9. BT 10. Maersk 11. United Tech 12. BNP Paribas 13. Allianz 14. ArcelorMittal 15. Berkshire Hath. 16. China State 17. Royal Dutch 18. AIG 19. Exxon Mobil 20. BHP Billiton 21. China Railway 22. ThyssenKrupp 23. Dow Chemical 24. Lockheed M. 25. Foxconn Tech. 26. JP Morgan 27. PHOENIX Familiarity Connection Not Relevant

18. How B2B brands build consumer relevance

19. Make their impact tangible to consumers IBM Highly Relevant Answers call for change with purpose

20. and capabilities it advances

21. how it advances industries and humanity

22. IBM achieves mass market appeal by showcasing technology in action

23. Connects on a human level and makes it real Make their impact tangible to consumers Cisco Highly Relevant “We can’t just say it provides 322 terabits per second of processing. What we need to say is that 322 terabits per second is enough for every man, woman and child in China to be on a video call at the same time.” -Doug Webster, director, strategic communications, worldwide service provider marketing

24. Cisco still seeks to prove its relevance and connect with consumers where they are

25. And contextualize it for consumers in a tangible, relatable way

26. Fail to make their impact tangible to consumers Huawei Known but not Relevant Questions, not answers, abound

27. Huawei tried to open up campaign

28. But messages don’t clarify who the and why it matters

29. Fail to make their impact tangible to consumers Boeing and Airbus Known but not Relevant Missed connections

30. on marketing to customers

31. In the minds of consumers, these

32. how they’re relevant to consumers

33. Rather than connecting with consumers,

34. The result: consumers equate the Terms

35. Culture of risk-taking and fresh thinking pays off Foster consumer-centric cultures of innovation 3M Highly Relevant

36. 3M is synonymous with innovation

37. They sustain innovation by inviting

38. Consumer experience drives enterprise success Generate demand through cohesive brand experiences Apple Highly Relevant Google

39. As Google expands content, audiences and oﬀerings, its search bar continues to be a simple entry point for consumers

40. Work the way you live

41. Intel Highly Relevant Generate demand through cohesive brand experiences Consumer-friendly messages translate to business

42. The Intel Inside campaign was a resounding success with consumers

43. on existing equity

44. Use simple design to clarify their offerings FedEx Highly Relevant Delivers clarity through color

45. Consumers explore building blocks of innovation Use simple design to clarify their offerings 3M Highly Relevant

46. Intuitive tools help consumers explore innovation

47. How relevant are you to consumers?

48. #b2bnow

49. Q+A

50. @siegelgale #B2BNow Today’s presenters: Brian Rafferty, Global Director, Insights brafferty@siegelgale.com Margaret Molloy, Global CMO mmolloy@siegelgale.com Related links: Download B2BNow http://bit.ly/1k48lih We offer •  Research •  Brand strategy •  Brand architecture •  Experience strategy •  Simplification •  Content strategy •  Content development •  Naming •  Visual identity •  Environments •  Global implementation •  Employee engagement •  Digital experiences

51. Contact us #B2BNow 212.453.0400 b2bnow@siegelgale.com Margaret Molloy Siegel+Gale New York, NY 10011

B2BNow - A study on the value of consumer relevance to B2B brands

Vous êtes en train de lire un aperçu.

Consultez-les par la suite

B2BNow - A study on the value of consumer relevance to B2B brands

Plus De Contenu Connexe

Diaporamas pour vous (20)

Les utilisateurs ont également aimé (18)

Similaire à B2BNow - A study on the value of consumer relevance to B2B brands (20)

Plus par Siegel+Gale (19)

Plus récents (20)