Customer experience, personalization and branding have dominated the B2B marketing headlines over the last few years, and with good reason. Each plays an important role in building relationships with prospects and customers. Gone are the days when a nameless, faceless organization can maintain success. Customers want to be treated as individuals and deal with like-minded businesses that operate in the best interests of their clients. Here’s how to get started.
With so much competition in the technology industry, brand awareness has taken on an even more important role in the growth of B2B organizations. Trends in customer experience, company culture and marketing strategy need to be followed closely and implemented across your organization in order to grow and increase market share.
In many cases consumers buy the brand and not necessarily the product. While many associate this with B2C companies, the same can hold true for B2B organizations. Recently, SiriusDecisions introduced their brand management framework and broke the process into three key sections; awareness, perception and preference. Managing and measuring each aspect efficiently and accurately will greatly affect the clout your brand has in your given market. Here we explore how to improve your brand’s awareness, perception and preference.
There are several reasons why a B2B company would decide to carry out a full-scale rebranding effort. Perhaps there was a merger, acquisition or conflict, or maybe your brand has just become stale. Regardless of the reason, there are several things to consider when attempting to carry out a successful rebranding.