Nemanja Živković’s Post

B2B finally gets branding? We've been saying it for years! The article in Marketing Week says how B2B finally understands the importance of brand building. They're right! Strong brands win in B2B just like B2C. For too long, B2B brands have focused solely on the bottom of the funnel. But strong brand building is an investment that pays off in the long run. Here's how Netscribes' TLaaS can help: :-Craft a compelling brand narrative that resonates with your audience. ️ :-Develop high-quality thought leadership content that positions you as an expert. :-Amplify your brand message across the right channels. Ready to take your B2B brand to the next level? Let's chat! #B2BMarketing #ThoughtLeadership #Branding #ContentMarketing #Netscribes https://lnkd.in/g8taaf82

B2B companies realize the power of brand A recent article from Marketing Week highlights a significant shift in the B2B marketing landscape. The concept, referred to as ‘the Flippening’, represents the moment when B2B businesses realise that brand marketing creates more financial value than performance marketing. I liked the example of Saleforce campaign “Everyone is an Einstein” where they show how every worker can become more productive with Saleforce AI. I believe that such campaigns help businesses not only to show the functional benefits of their products or services, but also express the brand personality and “character” of their products. The shift to brand marketing in the B2B space demonstrates the growing recognition of the long-term value of a brand and impact of brand building on businesses’ growth. As B2B companies continue to invest in their brand building, we can expect to see more creative and innovative marketing strategies in the future.

Why Brand Positioning is Crucial for B2B Marketing A strong brand position is more important than ever. It's not enough to just get your product or service seen by potential customers. You need to clearly show them how it solves their specific problems and benefits their business. 🧠 Think of it this way: B2B buyers are busy and bombarded with information. Your brand positioning acts as a shortcut for them, helping them quickly decide if your company is the right fit. By understanding your target audience, researching your competition, and crafting a clear and concise message, you can create a brand position that makes you stand out from the crowd. More on why brand positioning matters: https://lnkd.in/deaBjpy #B2Bmarketing #branding #marketingstrategy #businessgrowth

We're loving this article from Marketing Week today 🤓 We might have to nab their term - 'The Flippening' - the moment when B2B businesses realise that brand marketing is just as financially valuable as performance marketing. A strong brand is so important, regardless of whether you're marketing B2C or B2B. At the end of the day, people buy from people! B2B branding doesn't have to be boring: it works best when it’s clever, distinctive and memorable. See some examples by having a read here: https://lnkd.in/eq6DMJXk

Every brand has a story to tell, but sometimes that story gets lost in the noise of B2B marketing. Find out how to tell a brand story that resonates with your audience.

🚀 Is Your B2B Brand Ready to Win Hearts and Drive Growth in 2024?” For too long, B2B marketing was seen as the “serious sibling” to B2C—a world where functionality and rationality trump emotions and storytelling. But here’s the truth: B2B is still marketing, and at its core lies the same need to connect, inspire, and build trust. 👉 Did you know that brand image accounts for 40% of why customers choose a new B2B partner? Or that companies with strong B2B brands financially outperform their peers by 20%? The Havas Meaningful Brands™ 2024 Report highlights how the landscape is shifting: • 81% of B2B professionals care if their trusted brands disappear (vs. only 25% in B2C). • B2B brands now represent nearly half of the value in the Brand Finance Global 500. • And here’s a game-changer: B2B is more emotional than B2C. Decision-makers aren’t just betting budgets—they’re betting their careers. 📈 The opportunity for marketers is clear: strong B2B brands drive loyalty, trust, and growth. But to succeed, we need to go beyond tactics. We need to: ✅ Build emotional connections (yes, even in B2B). ✅ Adapt to longer decision cycles and complex buying committees. ✅ Prioritize purpose, trust, and community as central brand pillars. 💡 As one leader from the report puts it: “B2B buyers want to buy like they buy Netflix—seamlessly and predictably.” These insights emphasize that building a meaningful B2B brand is not just about selling—it’s about forging trust, purpose, and relationships that stand the test of time. • Brand Matters More Than Ever in B2B: Strong B2B brands drive success, with brand image influencing 40% of partner selection decisions and outperforming weaker brands by 20%. • Emotions and Trust Are Key: B2B decisions are high-stakes and emotionally charged, with professionals prioritizing long-term, trusting partnerships over price and short-term gains. • Balance Technology with Humanity: While AI and digital tools enhance productivity, personal connections and tailored strategies remain essential to differentiate and build lasting relationships. In 2024, the choice is simple: Invest in building a meaningful B2B brand—or risk being forgotten. Let’s discuss: How are YOU elevating your B2B brand to create impact? 💬 Hugo Uhr Coline Ledroit Geoffrey Hennaut Virginie Van Rossum Virginie Bruneau Sandra Rothenberger Julien Depaire Tim Vanacker Angelique De Clercq Lisa De Bonnet 🦊 Fosca Fimiani Alessandro Papa Alessandro Pepi Geneviève Janssen Marc Dewulf Havas Belgium Sophie Pochet Joelle Liberman Frédéric De Decker Summary of the Havas B2B Meaningful Brands special report

Is brand building just for the top of the B2B funnel? 🤔 Nope! I came across this thought-provoking article in Marketing Week (https://lnkd.in/embDRbXs) that completely reshapes the way we should view brand building in B2B marketing. Here's the thing: B2B buyers might seem super rational, but they're still human. They use shortcuts, gut feelings, and those "click" moments to make big decisions. ✨ That's where your brand comes in! Key points from the article: Tell stories that stick: Ditch those boring product features - focus on the human impact and create narratives that resonate with your audience's challenges and goals. Stand out, not just at the start, all the way through: Consistency is crucial! Keep that brand message clear and compelling at every touchpoint of the buyer's journey. 🌟 Love your brand, and your customers will too: Having a brand that gets buyers excited actually makes those complex B2B deals easier to close! I especially love how this article challenges the misconception that B2B buying is purely logical. As marketers, we sometimes over-emphasize the rational side and forget the emotional power a compelling brand story can have, even with business audiences. So, B2B marketers, how are you infusing your brand with personality and purpose? What's your strategy to stay top-of-mind throughout that long buying process? 💡 Let's talk about it in the comments! #B2BMarketing #BrandBuilding #MarketingStrategy

My top 7 things from #B2BIgnite2024 1. Brand guidelines or brand ingredients – the choice is yours Rachel Fairley & Sarah Robb suggest ditching the guidelines, and going with some ‘ingredients and recipes’ instead? TBH, I like the idea, but from experience, the ingredients would end being put together in wild, random and badly flavoured ways, and the ‘recipes’ would potentially be just what’s in (good) brand guidelines in any case. 2. There is an amazing B2B brand called Virtiv who cool down the internet Honestly, so cool. Paul Russell, showcased a nice ABM targeted campaign with lots of useful takeouts, but the comment ‘we cool down the internet’ just eclipsed that to be honest. One of the many reasons I love B2B. 3. Being a commercially astute marketer is not really an option today The best session of the day I think – great to hear John Watton Nimmi Bhalla and Graham Wylie talk from real experience about senior leadership teams and how to better engage. 4. Keano Reeves is into B2B marketing OK, apologies for the clickbait subtitle, not cool. Basically, Palo Alto Networks managed to get John Wick himself to star in their latest commercial with a humungous budget no doubt. To be fair, the UK campaign they showcased yesterday and (props to The Marketing Practice) was good and arguably more interesting. 5. Channel marketing is massive, but still suffers from lack of investment A great workshop session with 💡Georgina Gilmore, hearing some interesting stories an examples of how to better manage MDF and other such channel challenges. Given that some 75% of IT marketing spend is channel-based (great stat), feels like this needs more airtime! 6. AI is not the panacea to absolutely everything everywhere Compared to last year, when almost every presentation banged on theoretically about AI. Was nice to get to practical realities this year! 7. Leadership in a crisis is about character, values, and action Chaired by Shane Redding, a great session on Leadership in a Crisis (let’s face it, we live in a ongoing crisis merry-go-round these days). Fantastic stories, examples and anecdotes from Neil Dowling Sarah Thomas Ph.D. Neha Kathuria – ‘a bias on action’ and 'know yourself' are some of my fav comments. 8. Getting together is nice, and valuable And of course – the biggest ‘thing’ is meeting so many amazing members of the B2B marketing community! Joel Harrison Richard O'Connor Maria McDonagh David van Schaick James Deagan Richard Lane Dave Stevens Catherine Dutton Ashley Robertson Lesley Brewster Ilvija Skerskane Scott Stockwell Steve Kemish Anna Hutton Adam Harper Matt Garisch Robert Norum Bobby Ngai Andrea Clatworthy Nick Eades David Burnand Dom Hawes Fiona McKenzie Jarmila Yu, CMktr DipM FCIM FIDM MCIPR Matt Neal Jon Buckthorp (and apols to anyone that I missed...) And thanks of course to all at B2B Marketing for making it happen. Especially you James Farmer (!).

In the world of B2B, your brand is not just a logo or a tagline; it's the pivotal foundation of all your marketing efforts. 💡 Research shows that investing in your brand provides greater financial value over time compared to performance marketing alone. A strong brand fosters trust, stands out in a crowded market, and acts as a clarion call to your ideal clients. 📈 It's time for B2B businesses to rethink their priorities and allocate resources to where they count most—in building a powerful and recognisable brand that resonates with your audience and sustains growth long-term. Explore this insightful article from Marketing Week, where former research heads at The B2B Institute, Peter Weinberg and Jon Lombardo, share their latest discoveries. They provide compelling examples of brands excelling in the B2B space, check it out here: https://lnkd.in/ezC-TEqc Looking to differentiate your brand? Together let's find that stand-out space https://lnkd.in/e4HqgQgz #B2BMarketing #Brand #BusinessGrowth

Another great article by Peter Weinberg and Jon Lombardo, pressing the importance and (financial!) value of brand building in B2B. Besides referring to the well known research of Field and Binet, the long and the short of it, this article mentions interesting examples of B2B organisations with great, creative brand advertising. Is your B2B organization investing (more) on brand yet? #Marketing #Branding #BrandManagement