Branding for B2B companies has always been widely considered unimportant – mostly because of the myth that B2B purchasing decisions are entirely based on product, taking into account only cost-effectiveness and functionality.
But studies have shown that although B2B customers are driven by need, they are far more responsive to emotional value: they are twice as likely to purchase if the brand triggers emotional drivers such as happiness, excitement, pride, and confidence over purely rational values.
Whatever the form or size of your business is, you can’t ignore branding.
- Successful branding helps to raise recognition. Studies have shown that 71% of the customers are more likely to buy a service or product from a company whose name they already recognize.
- Strong brands attract and retain top talent. A recent LinkedIn study shows that 50% saving in cost per hire can be achieved with a strong employer brand. Qualified specialists are more likely to join a company they recognise and whose values and standards match their own.
- A developed brand helps to stand out from the competition. Branding is an excellent way to set yourself apart from the competition, because the more competitive the market is, the more important it is to stand out from the crowd. You can use branding to show your unique selling points: you should highlight the key differences that make you different from your competition.
- Strong branding can introduce stability into business and ensure future demand. A study conducted by McKinsey & Company shows companies with strong branding in B2B sector outperformed weak brands by 20%. People are drawn to what’s familiar to them; when your customers know you, your product, and what to expect in terms of price, quality, service and overall value, they feel at ease when choosing your brand over others, and are far more likely to recommend you to a friend.
- Widely known brands can charge more for the product or service. Strong brands permit premium pricing, because people are more likely to buy from a company they know and trust. B2B buyers always do their research, which is why a brand with a strong digital presence and a good reputation will be a preferred choice even with higher prices.
Another widely considered opinion is that Instagram is not the right channel for B2B companies – usually such enterprises have no fancy product to showcase.
However, in the fight for the best talent, successful B2B companies utilize Instagram to reach the Millennials and showcase their employees. The goal of such approach is to show the “human face” of big corporates and create the image of a “cool workplace”.
Below are some examples of Instagram posts of General Electric, Cisco and IBM.
In summary – well-known B2B brands will attract the best talent and win the hearts and minds of the customers.
Esteemed trainer Hando Sinisalu, who hails from Estonia, would share his experience on how companies can build their B2B marketing strategies in the digital era.
In this hands-on workshop, Hando would analyse, deconstruct and construct a company’s digital presence as well as offer inspirational ideas from B2B brands, which have managed to produce content with real business results.
The conference would be featuring award-winning B2B marketing case study examples from worldwide. The case studies would be from IT service providers, software companies, financial services, manufacturing, telecommunications and business consultancy services.
Eminent and global brands like Samsung, Microsoft, Kone, SAS, Oracle, Mastercard and Dell would be featured in these case studies.
B2B CONFERENCE: MALAYSIA 2019 CUSTOMER-CENTRIC B2B SALES & MARKETING
DATE: 21 August 2019
VENUE: Ballroom Eastin Hotel
TIME : 8.30 AM – 5.30 PM
ADMISSION FEES : *1 Delegate – RM1,650* per pax*5 or more – RM1,500* per pax * plus 6% SST
For assistance, call Amira/Ruby at 03 7726 2588 or email email@example.com and firstname.lastname@example.org