April 12, 2023
Brand Up or Miss Out: Why B2B Companies Can’t Afford to Ignore Branding Anymore3 min read
The world of Business to Business marketing is changing.
For years, companies believed that investing in sales and products was more important than brand marketing. But times have changed, and strong brands are now essential in B2B.
B2B Brands Can’t Ignore Emotions
Many people tend to think of B2B purchases as being solely driven by logic and rational decision-making. However, this perception overlooks the fact that, ultimately, people are making the purchasing decisions. Business buyers are human beings who are influenced by emotions, biases, and personal preferences, just like anyone else.
This is where Drift comes in. As experts in B2B branding and marketing, we understand that appealing to buyers’ emotions and building meaningful connections with them is crucial to success. We know that effective branding can tap into customers’ values and beliefs, fostering loyalty and trust over time.
By partnering with Drift, businesses can take advantage of our expertise and tools to create compelling, emotionally-driven content and messaging that resonates with their target audience. We help companies build brands that customers can connect with on a deeper level, resulting in increased engagement, loyalty, and revenue.
Ultimately, we believe that the most successful B2B brands are those that understand the importance of emotion in purchasing decisions and make a deliberate effort to appeal to buyers on this level. With our help, companies can create brands that truly resonate with their customers and build lasting relationships that drive growth and success.
Smart B2B brands understand that potential buyers can be classified as in-market or out-of-market. For the majority of out-of-market buyers, the goal is to be memorable enough that they will seek out your brand when they need it. Emotional messages create memorable bonds, and that’s what we specialize in.
Motivations are Changing for B2B Customers
Major market shifts have made smart branding even more critical for B2B companies. Brands must demonstrate that they can flex to meet modern demands and opportunities. Environmental sustainability is no longer an option, but a necessity. Marketing plays a pivotal role in translating complex boardroom decisions about sustainability into reasons to believe for clients, employees, and investors alike.
At Drift, we understand these challenges based on our years of B2B experience. We can help marketing teams make an immediate impact in their company by providing the tools they need to create branded content for B2B brands that converts, is consistent, and starts conversations. With our help, B2B companies can build modern brands that connect with their customers emotionally.
Millennials Matter Now for B2B Brands
Millennials, the generation born between 1981 and 1996, now make up the largest portion of the workforce and are increasingly occupying prominent decision-making roles in B2B purchases. This demographic cohort grew up with technology and has different expectations when it comes to their interactions with brands. They expect a personalized and frictionless experience when dealing with companies, meaning that they want their interactions to be tailored to their specific needs and preferences.
Millennials also place a significant emphasis on company values, and they are more likely to work with and make purchasing decisions based on shared values with the brands they engage with. They expect companies to not only have a clear set of values but also to live up to them through their actions and policies.
Therefore, B2B companies that want to succeed in engaging with millennial decision-makers need to focus on creating personalized and frictionless experiences while also aligning their values with those of their target audience. By doing so, they can build trust and loyalty with this important demographic, which can lead to long-term business relationships and increased revenue.
At Drift, we’re here to help you build a strong brand that resonates with your customers emotionally. We know that in today’s marketplace, strong brands are essential to enhancing demand-generation activities’ effectiveness, reducing the cost of sales, and commanding a price premium. Contact us today to learn how we can help you take your brand to the next level.