Typically, B2B companies have operated their marketing strategies under a different logic than their B2C counterparts. While the latter have focused on building emotional relationships with the end consumer through powerful brands and persuasive messages, B2B companies have prioritized lead generation and direct conversion, leaving brand building aside. This paradigm has worked for years; however, it is changing in response to various factors, causing B2B brands to increasingly consider more human brand building .
B2B BRAND
According to figures from the B2B Institute, up to 80% of B2B brands’ marketing budgets are dedicated to lead generation efforts ; however, an optimal allocation needs to be 60/40, with 60% dedicated to brand building, not just the 20% currently seen, says the Institute of Practitioners in Advertising (IPA).
This does not mean that business-to-business companies should stop focusing on sales strategies (this remains a priority), but they must balance their efforts to have strategies that allow them to respond to the new market dynamics, new buyer habits, and the unstoppable digitalization of communication channels.
The new reality of B2B: differentiation, personalization and humanization
But what is causing this change? In my opinion, one of the factors is the increasing saturation of markets, where differentiation of products and services has become more difficult, leading companies to look for ways to stand out in order to increase their sales.
Another factor is the sophistication of B2B buyers
Who are no longer limited to evaluating the technical specifications and functionalities of a product or service; they are now also looking for comprehensive solutions that adapt to the specific needs of the business (customization) and that, in addition, align with the values of their organization.
B2B companies are increasingly aware that purchasing decisions ultimately also depend on human beings who not only look for partners with quality products and services, but also brands that are more human, share values and principles, and help solve business needs and pain points through expert advice and experience.
We must not forget the digital transformation, which is challenging all traditional models. This process of change has democratized access to information, allowing a simple web search to lead decision makers to compare multiple options and learn the opinions of other users before making a purchase.
In this context of high interaction, two-way communication and more human and authentic brand experiences, aggressive sales and stiff corporate discourse may become less and less effective.
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Towards a balance between lead capture and brand image
To become a brand of choice, B2B companies need to strike a bala shopify custom fields nce between sales generation and brand building efforts. As I mentioned, lead generation and quick conversions are still essential for short-term success, but they are no longer sufficient as the sole priority.
It is important to promote activities that improve image and reputation, and promote a value promise that can last over time; because a strong brand, in addition to attracting more customers , also fosters loyalty and commitment, fundamental factors for sustainable business relationships.
Today, B2B marketing must move away from rigid corporate speak and mere product promotion, and open the door to emotional messages that harmonize with customers’ values and aspirations. To do so, B2B companies must be willing to be flexible and adaptive in their communication, creating narrativ atb directory es that humanize the brand and establish genuine connections. This approach is key to attracting potential customers and facilitating a deeper, longer-lasting relationship with current customers.
Focusing on brand building also allows B2B companies to reap several benefits. A public relations (PR) strategy, which incorporates elements of digital marketing, helps build the brand by boosting product or service visibility, online discoverability of valuable content, improving organic positioning, building long-lasting relationships, managing reputation, and even generating demand through earned media.
Building a brand is similar to constructing
A solid building: it requires a strong foundation, quality materials, and well-designed architecture. Public relations, fused with elements of digital marketing , can be that foundation for a long-lasting B2B brand, as communicating authentic brand stories builds trust and positions companies as experts in their industry. This influences public opinion and fosters long-lasting customer relationships.
A PR campaign captures the attention of the target audience throu bolja fleksibilnost u schulingu pridonosi gh innovative ideas to address their business needs and challenges, establishing relationships of trust and loyalty. In a world saturated with information, authentic stories and expert voices are the best assets to stand out and differentiate yourself from the competition.
