Brand Marketing in B2b
While every tech product company hired product marketers they forgot to hire a brand marketers. Research Says Famous Brands Sell More
In recent times, there has been a noticeable surge in discussions around "The B2B Brand Crisis." The prevailing sentiment is clear: "Get into the top-three consideration set, or else."
Why Brand Marketing is Crucial in B2B: The Hidden Realities of Buyer Decision-Making
In the world of B2B marketing, there is a common misconception that the key to driving success is an all-encompassing, detail-oriented approach. Marketers often assume that buyers will go through a meticulous evaluation of every available option before making their decisions. Yet, in reality, this couldn't be further from the truth. The decision-making process—whether it’s in B2C or B2B—is far more about eliminating options quickly than diving deep into thorough comparisons.
In a B2C context, consider how many different brands of cars exist in any given price range. Despite the variety, most buyers only test drive a small handful before making a significant investment. The majority of choices are filtered out without any detailed evaluation. This narrowing process is not about laziness but about efficiency—buyers are “satisficing” for good enough, not searching for the best.
The same principle applies to B2B. Buyers aren't embarking on a detailed journey to evaluate every single potential solution; they are rapidly narrowing down their choices from a very limited consideration set. And this is where many brands miss the mark—relying heavily on demand generation and performance marketing while neglecting the long-term impact of brand marketing.
So, why does this happen, and what makes brand marketing so critical for B2B success?
The Cost of Deep Evaluation: Why Buyers “Satisfice” for Good Enough
A key concept often overlooked is the cost of evaluation. Every buyer—whether an individual or a business—is working with limited time, resources, and cognitive bandwidth. In B2C, this might mean skipping over the in-depth comparison of all car models, and in B2B, it often means relying on a small, pre-screened set of options.
This evaluation process happens subconsciously. Buyers screen out countless options based on quick associations they make about brands. These associations may come from perceptions they’ve built over time, experiences of their peers, or even inherited preferences from their industry network. Many potential solutions never make it past this subconscious filter, and the buyer may never even be aware that they’re screening them out.
In B2B purchasing, this reality is particularly relevant. Companies often rely on trusted brands they know or have heard of from their networks. These initial brands make it to the shortlist, while lesser-known competitors are ignored. This is precisely why brand awareness and consistent brand messaging are so essential for B2B companies—without them, you're automatically out of the running before the evaluation process even starts.
The Shortcomings of Performance Marketing in B2B
Many B2B companies focus heavily on performance marketing to generate leads and capture demand. They invest in demand generation, thinking that more impressions, clicks, and conversions will lead to more sales. However, this approach often fails because it overlooks the crucial first step: being part of the consideration set.
Performance marketing typically involves a “push” strategy—getting your message in front of as many people as possible and hoping it sticks. The problem with this approach is that impressions are not enough. If a brand lacks awareness or a strong emotional connection with the buyer, all the impressions in the world won’t change the outcome. Buyers will still screen out brands that aren’t already on their radar, and the ads, no matter how compelling, will fall on deaf ears.
In fact, performance marketing often involves more rational, education-based content that requires significant cognitive effort to process. This kind of marketing assumes that buyers are open to learning and analyzing, but in reality, buyers are just looking for ways to make decisions faster and with less effort. Emotional connections, simple messaging, and strong brand recognition can cut through the noise and make a lasting impact.
The Power of Brand Marketing: Emotion and Simplicity Matter
In contrast to performance marketing, brand marketing is about building long-term awareness, creating emotional connections, and ensuring your company is top of mind when buyers begin narrowing down their options. Successful brand marketing is simple, visually consistent, and emotionally engaging. It communicates in ways that resonate with buyers on a subconscious level, allowing your brand to be associated with the right category entry points.
For example, if a business is looking for a new cloud service provider, they are more likely to consider companies they have heard of, seen in the market, or heard about from their peers. The brand names that come up first are the ones with a clear identity, consistent messaging, and emotional appeal. This is the power of brand marketing—it puts you in the initial shortlist without needing to rely on intensive educational content or complex comparisons.
Why You Need to Be in the Initial Shortlist
In today's digital-first environment, most b2b buyers are significantly informed and engaged with your brand before they ever interact directly with a salesperson.
The reality is that if your brand isn’t part of the buyer’s initial shortlist, your chances of success drop dramatically. Buyers aren’t going to carefully evaluate every option available; they will quickly narrow down to a few brands they are familiar with and trust. This makes brand awareness and positioning essential to any B2B marketing strategy.
While performance marketing can be effective at capturing leads, it’s only useful if your brand is already in the consideration set. If not, all those impressions and clicks are wasted effort. Brand marketing ensures that when buyers start their decision-making process, your company is one of the few they immediately think of.
In B2B, decisions may be larger and more complex than in B2C, but the fundamental truth remains the same: buyers are not optimizing for the best option; they are looking for a solution that’s good enough. Your brand needs to be in that small, pre-screened list from the start, or you risk being filtered out before the evaluation process even begins.
When your buyers don't know you, they don't trust you. And that means you have to work that much harder to build trust (too) late in the buying journey.Capturing those late stage or out-of-market buyers as leads is why so few convert.
Brand Marketing Is the Foundation for B2B Success
In B2B, it’s not about being the best on paper—it’s about being recognized, trusted, and emotionally connected to your buyers. Brand marketing is what gets you there, ensuring that you’re part of the initial shortlist. Performance marketing, while valuable, only works once you’ve already crossed that crucial threshold of awareness and trust.
By investing in brand marketing—building a strong identity, creating emotional connections, and maintaining consistent messaging—B2B companies can ensure that they aren’t just part of the conversation but are one of the first options considered. After all, if you’re not in the initial shortlist, the chances of winning the business are slim at best. Strong brand marketing can deepen customer relationships, improve the return on marketing investment, and augment the lifetime value of customers.
The Rise of Experiential Gifting in B2B Brand Marketing
An intriguing trend in B2B marketing is the emphasis on the unboxing experience, making it as significant as the gift itself. This trend is evident from social media feeds filled with unboxing videos, indicating numerous private unboxing experiences. This shift in gifting reflects a broader movement towards creating memorable, experiential brand interactions.
The Shift from Transactional to Experiential Gifting
1. Creating Lasting Associations
- Memorable Experiences: People don't invest in expensive solutions because of a marketing push; they choose brands they recall when a need arises. This recall is fostered by creating memorable and tangible brand experiences.
- Brand Associations: Gifting that offers a unique unboxing experience helps create and refresh brand associations. This approach is far more impactful than gifts perceived as transactional incentives for meetings.
- Enhanced Recall: A well-thought-out unboxing experience can leave a lasting impression, enhancing brand recall and preference when the customer is ready to solve their problem.
2. Gifting as Brand Marketing
- Beyond Linear ROI: Treating gifting purely as a return-on-investment tool reduces it to a transactional activity. The real value of gifting lies in its ability to enhance the overall marketing, sales, or customer service effort.
- Force Multiplier: An experiential gift that resonates personally with the recipient strengthens the brand connection, amplifying the effectiveness of all related activities.
- Brand Building: Viewing gifting through the lens of brand marketing ensures actions are taken with brand-building intentions, rather than mere transactional objectives.
Benefits of Experiential Gifting in b2b
- Enhanced Customer Relationships: A thoughtful unboxing experience can deepen the emotional connection between the brand and its customers.
- Increased Engagement: Experiential gifts often lead to increased social media sharing and word-of-mouth promotion, extending the brand's reach.
- Differentiation: In a crowded market, a memorable unboxing experience can differentiate a brand from its competitors, making it more appealing.
The Future of Experiential Gifting
The growing trend of experiential gifting is a positive sign that brand marketing is naturally integrating into demand generation strategies. As more companies recognize the importance of creating memorable experiences, we can expect to see a continued emphasis on the unboxing experience in B2B marketing.
Conclusion
The shift towards experiential gifting in B2B marketing signifies a move from transactional interactions to creating lasting brand experiences. By focusing on the unboxing experience, companies can foster stronger brand associations, enhance customer relationships, and differentiate themselves in the market. This trend highlights the importance of viewing gifting as a crucial component of brand marketing, poised to significantly impact demand generation efforts.
By systematically gathering and leveraging customer insights, you can create a more targeted, effective, and customer-centric marketing and sales program. This approach not only helps in attracting new customers but also in retaining and nurturing existing ones, ultimately driving business growth.
