Episode 11

The Untapped Value of B2B Brands

The top 100 B2B brands across the globe are worth a staggering $2 trillion collectively. But they have $1 trillion in untapped brand potential. Talk about missed opportunity, right?

Historically, B2B marketing has been highly rational, focused on features and benefits. But this has come at the price of undervaluing brand-building and awareness. Now, that’s starting to change. In this episode, Angela, Rob and Elena discuss B2B’s emerging focus on brand-building, creativity and reach. Because the truth is that many B2C marketing strategies have just as much relevance for B2B. After all, even as a B2B company, you’re still selling to people.

Topics Covered

• [01:30] Summarizing the study "B2B companies are lagging behind...” from Brand Finance

• [04:30] B2B buying decisions are still made by people

• [08:00] What are the differences between B2C and B2B?

• [13:00] Using characters in B2B creative

• [18:30] Using TV advertising for B2B growth

• [23:30] Telling the same story to all buying decision-makers

Resources:

2023 MarketingWeek Article

2021 The B2B Institute Report

2019 Gartner Report

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