Key to B2B Marketing Success

0
Key to B2B Marketing Success


The Gist

  • Brand differentiation matters. True brand differentiation significantly boosts marketing effectiveness in B2B scenarios.
  • Customer feedback crucial. Differentiated positioning must be researched with customers and compared against competitors for effectiveness.
  • Stand out strategy. Achieving data-backed differentiation in B2B requires understanding customer needs and avoiding “safe,” indistinct marketing approaches.

If I had a dollar for every time I’ve heard (or used) the phrase “differentiate or die” I could retire, but it’s a neat mantra for B2B marketers. And now brand differentiation is data-backed, too.

New research by Considered Content looking at what the most successful B2B marketers do differently has found that true brand differentiation has a substantial effect on overall marketing effectiveness. 

Businesses that have managed to carve out a differentiated position in their sector are significantly more likely to be top performers in lead generation, demand generation and brand building.

A red missing puzzle piece sits near where it fits in space among black pieces already snapped together in article about brand differentiation.
Businesses that have managed to carve out a differentiated position in their sector are significantly more likely to be top performers in lead generation, demand generation and brand building.faraktinov in Adobe Stock Photos

In fact, those with a validated level of differentiation see greater effectiveness from every single tactic they use, without exception.

But there’s an important caveat. To be effective, a differentiated position must have been both researched with customers and reviewed against competitors. 

While over three-quarters of marketers who have done each describe their demand generation efforts as very effective, that figure drops to 20% among those who’ve only researched customers and to just 2% for those who’ve only completed a competitor comparison. Fail to do both and the advantages will largely evaporate.

But how do you achieve brand differentiation in B2B? That’s the million-dollar question when there’s so much overlap between products and services. 

Add to this that the mere presence of well-established market leaders makes the objective even more challenging. These incumbents, while often poorly differentiated themselves, enjoy the benefits of being perceived as the safe choice. Their automatic entry onto buyer shortlists makes it difficult for anyone else to wrestle away lucrative buyers.

To make things harder still, B2B sales are often gnarly, dragged-out affairs. The many decision makers involved don’t relish the pressure of final sign off — their jobs are on the line after all. This is why many companies play it safe with their marketing strategies. They stay close to their competition so they, too, can be perceived as a safe pair of hands. 

In reality, it doesn’t work like that. The result is identikit, cookie-cutter brands that fail to inspire and that lose out, all too often, to brand leaders. It’s why research from LinkedIn found that, in advertising, half of brands are mistaken for a competitor. In a very real sense, smaller brands are paying to boost the results of larger ones.

So what’s the alternative?

In reality, true differentiation comes from a place of understanding your customer inside out. Take your lead from them and their problems. This is where you’ll find a point of differentiation that’s relevant and believable, that you can deliver upon, and which is different in the market.



Source link

digiflowz
      Digiflowz
      Logo