Pain points of B2B branding and ways to resolve

1. Customers—the kernel of B2B branding: Well-informed and engaged buyers are game-changers for any business. Reportedly, B2B brands with strong buyer engagement record higher revenues than their competitors. However, buyer behavior is changing; they prefer researching online with the least human interaction. The digital expansion has given buyers access to both the brand story and third-party reviews and analyst reports. Knowing customers’ needs and their decision-making perspectives to persistently engage them with minimum human intervention is all the more critical for B2B brands.

Machine learning and A.I.-driven tools, like chatbots, can provide customised support to a brand’s smart buyers. Creating well-crafted and tailored content and delivering them through other websites and platforms to target the right audience boosts lead generation. Twitter and Instagram can be used as brand-awareness platforms to deliver regular messages using automation tools. Brands can encourage reactions to their content, begin conversations, and engage with potential buyers on one-on-one interaction, thereby improving the conversion rate. Personalized welcome and gratitude messages and emails can be magical when building brand awareness among customers.

LinkedIn’s snowballing impact is undeniable for B2B marketers to build and scale up their brand awareness. As the most widely used professional social media channel, LinkedIn serves as a powerful lead generation tool for B2B brands as the platform houses high-ranking company leaders, decision-makers, and influencers. Besides networking with big players, these brands can build relevant connections with potential customers through tailored content generation and promote their products and services to a larger audience at a single point in time. Recent research says B2B brands can also fuel customer acquisition by strategically leveraging digital communication channels—Firm-initiated (Paid/Owned Media and Inbound Marketing) and Market-initiated (Earned Social Media and Organic Search)—for lead generation.

B2B

B2B branding strategies: Complex, but necessary

Digital is a boon for B2B marketing. Here’s why