Business to Business Brand Change Manifesto
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Transcript of Business to Business Brand Change Manifesto
Why business brands are boring and what we can do to save them
Justin Hannemann
Business brands operate in a very different world to
consumer brands...but share a lot in common
$$$
Long and complex sales process
There can be many steps
The target audience is small including people with conflicting goals
Relationships matter a lot
Communications are generally confusing
IT Solutions Limited is a dynamic and progressive young company with a clear objective that is to provide our clients with innovative and cost-effective business solutions through the efficient deployment and integration of information technology.
‘BUSINESS SOLUTIONS’
NEXT EXIT
Business Business brands must change to survive
2
Competition forces differentiation
• Competition increases over time• Increased competition means that businesses
must differentiate• Differentiation in more than just product is
important because products can be easily replicated
• Brand helps establish sustained long term competitive advantage
The business to business trap
1. PRODUCT AND DISTRIBUTION
2. SALES
3. CONTENT AND COMMUNCIATIONS IS AN AFTERTHOUGHT
86% of B2B
buyers see no significant difference between suppliers worth paying for
Source: US business to business research 2012 (Corporate Executive Board)
Brands that connect on an emotional level are twice more likely to get their business
57% of the
purchase process is completed before buyer speaks to the seller
Business customers will pay more for reliability than anything
Some business brands are changing the way they connect
Where face to face contact is important
– events must be done well
Customers tell great stories and help build trust and
reputation
So in summary…
• Business brands are boring but we can change this
• Look at brands like Intel, SAP and Salesforce for how to connect
• Don’t let Product and Sales dominate the marketing mix
• Create emotional connections through rich content that is engaging