Mike Bergen’s Post

Unlocking the Potential of B2B Branding: Insights from The Drum! Comment on this thought-provoking article from The Drum that challenges the misconception that brand and demand are opposites in the B2B space. By delving into common mistakes in conceptualizing B2B branding, this article sheds light on the importance of aligning brand building with demand generation strategies to drive business growth and success. As professionals in the B2B realm, it's crucial to recognize the interconnectedness of brand and demand and leverage both effectively to achieve our goals. By investing in strong branding that resonates with our target audience and aligning it with strategic demand generation tactics, we can create a powerful engine for driving sales and building long-term customer relationships. #b2bmarketing #brandbuilding #demandgeneration #businessgrowth #strategicthinking

What does it take to build a standout B2B brand in today’s fast-paced market? Gain exclusive insights from interviews with 50 top CMOs, revealing the strategies and lessons behind successful B2B branding. From strategic differentiation to CEO collaboration and embracing experimentation, this article uncovers the keys to building a resilient, customer-centric B2B brand. Read the full article to explore how leading CMOs are disrupting the status quo and setting new standards for success! Read now: https://lnkd.in/gCTygjq7

Unlock the secrets to building a B2B brand with insights from 50 top CMOs. Learn proven strategies and key lessons for B2B branding success. https://buff.ly/4cXNyt7 #brands #B2Bmarketing #strategy #marketing

Unlock the secrets to building a B2B brand with insights from 50 top CMOs. Learn proven strategies and key lessons for B2B branding success. https://buff.ly/4cXNyt7 #brands #B2Bmarketing #strategy #marketing

🔍 Brand vs. Reputation in B2B Professional Services: A Fractional CMO's Perspective As a Fractional CMO working with SMB professional service companies, I'm often asked: "Should we focus more on brand building or reputation building?" The answer isn't as simple as choosing one over the other. Let's dive in: 🏗️ 𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴: • Foundation of trust • Based on past performance and client satisfaction • Critical for getting shortlisted and influencing final decisions • Built through consistent quality, exceeding expectations, and thought leadership 🎨 𝗕𝗿𝗮𝗻𝗱 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴: • Your unique identity and promise • Creates awareness and differentiation • Reinforces decisions and builds long-term loyalty • Developed through consistent messaging, visual identity, and strong online presence 🔄 𝗧𝗵𝗲 𝗜𝗻𝘁𝗲𝗿𝗽𝗹𝗮𝘆: While some argue that reputation is more important for B2B services, especially for smaller firms, the reality is that both elements are crucial and interconnected. • Reputation = The "what" and "how" of your service • Brand = The "why" behind your company 🎯 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗙𝗼𝗰𝘂𝘀: Your emphasis may shift based on your company's stage and goals: 1. New or expanding firms: Prioritize reputation building to establish credibility quickly. 2. Established firms: Increase focus on brand building to differentiate and command premium pricing. 💡 𝗞𝗲𝘆 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆: It's not about choosing between reputation and brand, but leveraging both strategically. Your reputation forms the foundation, while your brand becomes the differentiator as you grow. The relative importance of each will depend on the firm's specific circumstances and goals. 🚀 𝗔𝗰𝘁𝗶𝗼𝗻 𝗦𝘁𝗲𝗽𝘀 𝗳𝗼𝗿 𝗦𝗠𝗕 𝗟𝗲𝗮𝗱𝗲𝗿𝘀: 1. Assess your current reputation and brand strength 2. Identify gaps in both areas 3. Develop a balanced strategy that nurtures both elements 4. Consistently deliver on your brand promise to build a reputation 5. Use your strong reputation to inform and strengthen your brand identity Remember, in the B2B world, your reputation gets you to the table, but your brand keeps you there and sets you apart. #B2BMarketing #ProfessionalServices #BrandStrategy #ReputationManagement #FractionalCMO Let's unlock your company's full potential together. Please feel free to book a free strategy session to discover how to integrate brand and reputation for sustained growth seamlessly.

Our go-to-market advice for B2B brands: Give your competitors props. 🙌 As painful as it might be to admit... some buyers are actually better off with them. And understanding who those buyers are 👉 is the key to Competitive Positioning. Competitor A might be a better fit for buyers with a short sales cycle. 👩🏽 Competitor B might be a better fit for buyers with a low ACV. 🧔🏻 Competitor C might be a better fit for buyers with >100 sales reps. 🧑🏼 Think about who your competitors are actually a good fit for. Once you’ve figured this out, it’s a whole lot easier to see exactly why YOUR ideal buyer ISN’T a good fit for those competitors. If you can clearly articulate how your ideal buyer will struggle with alternative solutions ... you’re way ahead of most brands. Because this positioning belongs on your website. It belongs in your social content, ABM, paid, organic ... It belongs everywhere. It belongs on all the channels brands typically rush into before they actually have Competitive Positioning in place. But it usually isn’t there. That’s why Competitive Positioning is one of the first things we do with GTM strategy for B2B brands.

Can a bold experiential campaign truly drive B2B growth? Absolutely. From personalised direct mail campaigns to sending rockets into space, marketers are transforming gifting and experiences into powerful tools that create emotional connections, drive engagement, and deliver measurable results. But what separates gimmicks from game-changers? In our latest report and podcast episode, we explore how leaders from Kantar, G2, Paddle, and Cloudflare are innovating in this space. ✨ Key highlights include: Dom Boyd ⚡️ (Kantar): Explains the transformative power of their brand growth framework—#Saliency, #Meaningfulness, and #Difference—and why differentiation is the rocket fuel for commanding premium pricing and long-term success. Paula Molinar (Paddle): Reveals how Paddle sent a payment device to space and gave out customised SpaceX jackets to demonstrate their brand’s boundary-pushing ethos, turning heads and creating lasting impact. Caroline Quinn (Cloudflare): Shares how her favorite ABM campaign, “Mission for Mars”, combined direct mail and immersive storytelling, to break through the noise to engage key decision-makers. Victoria E. Blackwell (G2): Discusses how G2 uses data-driven gifting campaigns, like offering gift cards for honest reviews, to build trust and authenticity while driving actionable feedback. Whether crafting a bold experiential campaign or using data to personalise at scale, this episode is packed with actionable strategies and fresh ideas for marketers looking to elevate their game. 🎧 Listen now and read the full report for key takeaways: https://lnkd.in/gbZ8y-RC What’s the boldest campaign you’ve ever run? Let us know in the comments! 👇

Brand building has never been more important in the B2B world! According to recent research, businesses are now prioritising brand awareness over lead generation. Key insights: 🔵 68% of buyers feel B2B brands all sound alike 🔵 Thought leadership is now the 3rd most important factor for decision-making 🔵 Buyers value trustworthy brands with strong employer reputations 👉 Read more on Marketing Week - https://lnkd.in/eAbayX9D #BrandBuilding #B2BMarketing #BrandAwareness #ThoughtLeadership #TrustworthyBrands #MarketingInsights #BusinessStrategy #EmployerReputation #MarketingWeek #B2BTrends #LeadGeneration #MarketingResearch

➡️ Shift in B2B marketing ➡️ The focus is moving from lead generation to brand building! New research shows that buyers value trust, authenticity, and clear differentiation more than ever before. This article unpacks how brand awareness is driving the future of B2B marketing. A interesting-read for anyone navigating this evolving landscape. 🌟 Check it out below 👇🏻

In today’s rapidly evolving B2B marketplace, standing out requires more than just consolidating your tech stack or competing on price. It's about building trust, creating emotional connections, and guiding buyers through every step of their journey. In my latest article, I explore 13 essential considerations that B2B brands should embrace to effectively engage customers, mitigate risks, and foster long-lasting relationships. 📖 Read the full article here below. Let’s discuss: Which strategy do you find most crucial for B2B success in today’s market? Share your thoughts in the comments below! 👇 #B2BMarketing #CustomerEngagement #BrandAwareness #MarketingStrategy #ThoughtLeadership #BusinessGrowth