The Untapped Value of B2B Brand

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?<br /><br />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. <br /><br />Topics covered: <br />[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 <br /><br /> <br /><br /><br /><br /><br /><br />To learn more, visit marketingarchitects.com/podcast. <br /> <br /><br /><br /><br /><br /><br />Resources: <br />2023 MarketingWeek Article <br />2021 The B2B Institute Report <br />2019 Gartner Report <br /> <br />Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.