For years, B2B brands invested more in sales and product than in brand marketing, but now it’s clear that strong branding is crucial for success. Emotion has always driven B2B purchases, and potential buyers can be classified into two groups: in-market and out-of-market. Digital transformation, increased competition, sustainability, and Millennials as decision-makers all make B2B branding essential.
Digital transformation means marketers must consider customers as users rather than buyers. B2B companies must differentiate their brand from the competition through purpose, values, and user experience. Sustainability is an imperative, and great brands provide a guiding light and goodwill through their marketing. For Millennials, brands must provide personalized and frictionless experiences.
The power of an engaged workforce should not be underestimated. Brands like HubSpot, American Express, and Salesforce have become true resources committed to their clients’ success, delivering meaningful messages, demonstrating corporate ethos, and encouraging positive social change. Great B2B brands find their North Star in something more emotionally impactful than products, services, or shareholder value.
Why B2B Branding Is More Important Than Ever
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