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The Importance of Branding & Emotion in B2B Marketing

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How do our customers make decisions??

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Throw away the idea of the old “purchase funnel”

Awareness Consideration Preference Action

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The new customer journey looks more like this

Purchase

Evaluation

Consideration

Awareness

Advocacy

Source: McKinsey, June 2009

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So how can you make an impact?

Successful campaigns are not just about selling stuff or creating more unwanted noise

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How can we build a strong brand??

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Why is branding important?

Companies know who they are.

Companies know what they are.

But brands know who they are, what they are and why they are.

And the “why” determine the value of your product.

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“Grainger: for the ones who get it done.”

“You see a production line—I see a thousand potential things that could go wrong...”

Think about current pains, not future gains

Source: http://www.youtube.com/watch?v=Ipc9qI4uiH4; : http://www.youtube.com/watch?v=cNTfEU4LaCI; W.W.Grainger, Inc.; CEB analysis.

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Business value?

high performance

efficiency

delivers business outcomes

reliability

good value for the money

performs as promises

solves problems

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high performance

efficiency

delivers business outcomes

reliability

good value for the money

performs as promises

solves problems

Business value is a great start

19%

81%

Percentage of B2B buyers who will definitely consider you

Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers

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But what can you do when business value isn’t enough to differentiate?

14%of B2B customers see enough of a real difference between suppliers to be willing to pay more

Onlyhigh performance

efficiency

delivers business outcomes

reliability

good value for the money

performs as promises

solves problems

Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers

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Emotion plays a large role in how B2B customers make decisions

!

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accomplishment

belonging

happiness

reflects our style

secure

thrill

admire

Personal value has significantly more influence than business value

2x

Personal value trumps business value by

Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers

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So what does this mean?

accomplishment

belonging

happiness

reflects our style

secure

thrill

admire

Emotion in important.

Even in B2B.

Especially in B2B.

Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers

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B2C brands B2B brands

40%

70%

10%

Why? More people are involved in the decision

making process

The decision impacts the organization

The decision impacts credibility & career

Percentage of customers who feel emotionally connected to brands

Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers

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How does emotion impact my bottom line??

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B2B Customers with high brand connection are more likely to buy AND they are more likely to advocate your brand to others

3xmore likely to recommend

the brand

5xmore likely to stand up

for the brand

Compared to the average B2B customers, B2B customers with high emotional brand connection are:

Try this brand!

It’s a great

brand!

Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers; compared to the B2B prospects who are satisfied, i.e. have category connection

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exists“I have heard the name … maybe”

known for something“I know what your brand does/makes”

defend“I’ll stand by you no matter what”

forgive“I still love you no matter what”represents me

“Your brand helps define who I am”

known for something I care about“Everyone knows you do this the best”

How can you get to that loyalty and advocacy?

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How can we connect to customers emotionally??

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How are emotionally-connected customers making decisions?

Emotionally connected B2B customers use approximately 21 touch points on their path to purchase

Source: CEB/Motista/Google B2B Branding Survey; n=3,000 B2B buyers

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B2B customers who are exposed to a brand via digital media are more likely to purchase that brand

*Compared to those who were not exposed to the brand through that medium

Display

47% more likely to

purchase

Business Products

Search

46% more likely to

purchase

Online Video

86% more likely to

purchase

Mobile

95% more likely to

purchase

Source: CEB & Motista, 2013, B2B prospects who are exposed to the brand through that medium indexed against those who are not exposed; based on top three box

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Advertising is about orchestration, not integration

social

out of home

onlinetelevision

mobile

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How should we message our brand??

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What are some ways I can make my ads memorable?

Make sure your ads entertain, inform and/or provide utility

2

1

3

Orchestrate all your marketing efforts

Highlight personal value