As the demands swirl around high-performing teams, it gets hard to keep the Big Picture in focus and easy to lose inspiration – particularly with the long-game nature of B2B marketing. Stepping out of the everyday and breaking the routine can be the antidote and team-building events can bring back some of the magic.
I’ve run plenty of B2B branding workshops over the years. Big Ideas come out of them, whether they’re team-building or educational exercises for corporate marketing departments or brand creation/makeover projects of all sizes – but it’s all about picking the winners.
Recently, an industrial client asked a question I had never considered before: What is the value of a company’s visual identity? The request came as part of an acquisition process, and he was involved in discussions aimed at determining this value, partly as a component of the acquisition price, and partly to assess whether to continue with or drop the acquired company’s visual identity.
While coming up with a definitive answer to the question is probably beyond any consultant’s capability, I was able to help him think about the issue – and some of those insights are shared below… Continue reading
Is it time to get clearer on exactly why customers should prefer your company?There can be many attributes for which a product, service or entire company wants to be known: Fastest, cheapest, best quality, most features, most reliable, perfect for a specific situation, trusted, great customer service and more – the list of possibilities is endless. Continue reading
Like all relationships between people, B2B relationships require trust and credibility to work.
In fact, we could liken a prospective B2B buyer to a sophisticated partner who is well-educated, has high expectations and is generally intolerant of mistakes. And like in all relationships, there are certain behaviours that strengthen bonds, and critical mistakes that turn people off.
Take your website, for example. In B2B, missteps can sow enough seeds of doubt in the minds of potential or existing customers to make them lose faith in your brand, question your professionalism, or simply click away from your site. Once you lose that credibility, it can be as hard to get back as convincing a cheated-on lover to trust you again. And the result of lost credibility? Lost sales.
So what can you do to make sure you hang onto B2B prospects?
There is upheaval in the Danish banking and marketing sectors. One bank’s ill-judged campaign has opened it up to humorous and not so humorous criticism from competitors and the public, and the commentators are having a field day. Continue reading
[CASE STUDY] B2B is rarely considered sexy or even exciting, yet for B2B buyers, great solutions radically improve their day-to-day working environments and hold the potential to make or break their businesses. Why, then, shouldn’t it be possible to create a strong emotional connection with your buyers through B2B marketing and communication? After all, your services or equipment is part and parcel of their professional aspirations, challenges and ultimately their business’s success in the marketplace and beyond.
This case study offers 6 ways to check whether your brand story is off target and 3 takeaways for how to improve your connection to decision makers with emotional branding. Continue reading
Marketers can learn a lot from publishers and how they use content to tell great stories that engage their readers.