No matter which side of the B2B or B2C divide a brand marketer works on, all brand marketing is person to person. B2B audiences have feelings and emotions too. Like B2C audiences. Both respond to powerful propositions that connect with rational and emotional selves.
Our work across brand, campaign and content projects uses the same tools and disciplines to be found in B2C – research, understanding, insight, strategy and engaging execution. We always focus on the fundamental attributes and purpose of the brand (i.e. distinctiveness) and how this is realised through every brand touchpoint. Our established processes and messaging hierarchies ensure that all campaign activities fit with, and support, the over-arching brand and value proposition.
Cross-sector experience we find is increasingly appealing to some clients who value a fresh objective view. Specialists sometimes see the world more narrowly.
Some key dynamics are noteworthy: B2B audiences seek efficiency and expertise. They tend to be driven more by logic and financial incentive and ROI underpins all. Above all is the question of how will the business profit as a result of a relationship with a brand.
B2B is about buying something that will make their business money. But they also want to be educated. They want to learn. Intellectual capital is worth much in a world driven by a knowledge economy. So detail has an important role. What does/can it do? Other factors count: supply chains need appreciating. Stakeholders, usually multiple and complex, need appreciating; long buying cycles need appreciating. B2B marketers want information and the ability to build a close relationship with brands. All purchases are, to some extent, emotional decisions, but customers have to think in terms of business impact as well.
These are the conversations that have informed our work with Momenta, SEI, FDIN, Roche Martin and Debrett’s. They are about wanting to understand, challenge and produce inspiring marketing activity, helping clients create opportunity in change.
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