View
473
Download
6
Tags:
Embed Size (px)
DESCRIPTION
Business value is important, but in B2B we’re influenced by emotions more than we think. Emotional impact affects the bottom line, and the touchpoints driving this are digital. To cut through all the noise and be successful, a B2B brand needs orchestrated messaging that should entertain, inform, provide utility, and most importantly, personal value to its customers.
Citation preview
Google Confidential and Proprietary 1Google Confidential and Proprietary 1
The Importance of Branding & Emotion in B2B Marketing
Google Confidential and Proprietary 2Google Confidential and Proprietary 2
How do our customers make decisions??
Google Confidential and Proprietary 3Google Confidential and Proprietary 3
Throw away the idea of the old “purchase funnel”
Awareness Consideration Preference Action
Google Confidential and Proprietary 4Google Confidential and Proprietary 4
The new customer journey looks more like this
Purchase
Evaluation
Consideration
Awareness
Advocacy
Source: McKinsey, June 2009
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
So how can you make an impact?
Successful campaigns are not just about selling stuff or creating more unwanted noise
Google Confidential and Proprietary 6Google Confidential and Proprietary 6
How can we build a strong brand??
Google Confidential and Proprietary 7Google Confidential and Proprietary 7
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.
Google Confidential and Proprietary 8Google Confidential and Proprietary 8
16
“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.
Google Confidential and Proprietary 9Google Confidential and Proprietary 9
Business value?
high performance
efficiency
delivers business outcomes
reliability
good value for the money
performs as promises
solves problems
Google Confidential and Proprietary 10Google Confidential and Proprietary 10
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
Google Confidential and Proprietary 11Google Confidential and Proprietary 11
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
Google Confidential and Proprietary 12Google Confidential and Proprietary 12
Emotion plays a large role in how B2B customers make decisions
!
Google Confidential and Proprietary 13Google Confidential and Proprietary 13
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
Google Confidential and Proprietary 14Google Confidential and Proprietary 14
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
Google Confidential and Proprietary 15Google Confidential and Proprietary 15
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
Google Confidential and Proprietary 16Google Confidential and Proprietary 16
How does emotion impact my bottom line??
Google Confidential and Proprietary 17Google Confidential and Proprietary 17
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
Google Confidential and Proprietary 18Google Confidential and Proprietary 18
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?
Google Confidential and Proprietary 19Google Confidential and Proprietary 19
How can we connect to customers emotionally??
Google Confidential and Proprietary 20Google Confidential and Proprietary 20
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
Google Confidential and Proprietary 21Google Confidential and Proprietary 21
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
Google Confidential and Proprietary 22Google Confidential and Proprietary 22
Advertising is about orchestration, not integration
social
out of home
onlinetelevision
mobile
Google Confidential and Proprietary 23Google Confidential and Proprietary 23
How should we message our brand??
Google Confidential and Proprietary 24Google Confidential and Proprietary 24
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