When marketing budgets are lucky to make it to the end of the year intact, it can be tempting to focus that precious
pot of money on shorter-term tactics, the instant and immediate performance marketing that’s easily measured and justifiable.
But when you’re being evaluated against revenue and profits, not click-through rates, the evidence for focusing on brand building becomes harder to ignore.
Buyers in the B2B tech space are busy people who are blitzed by marketing messages. Subtly getting their attention by creating distinctive assets that tell stories to build resonance long before they’re ready to buy is by far the most effective way of utilising that marketing spend.
Get ‘em early
Where’s the stats to support the argument? Well, research from 6sense shows that B2B buyers are nearly 70% through their purchasing process before they even engage with anyone in sales. Furthermore, 80% of the time they already have their preferred vendor at the time of first contact. So it’s getting harder for tech businesses to secure their wallet spend if they’ve already made their mind up.
Developing a brand narrative that taps into emotion and builds a human connection through the magic of storytelling will speak to that buyer when they’re not in the market, helping you to leapfrog the competition when they’re ready to purchase.
Emotions matter
A compelling story that communicates differentiation will last longer in the mind of that buyer than features and benefits. Just because you have a product to promote doesn’t mean you can’t tap into the emotional side of their decision-making. Ask yourself these questions:
- Have you highlighted the value your product brings to their business?
- How does it enable everyday lives to function seamlessly?
- What positive impact does it have?
B2B purchases are subject to emotionally driven questions about the brand’s familiarity and credibility. With professional reputations at stake, they must be sufficiently confident to make a recommendation.
We’re all on a journey
Ultimately, driving sustainable business growth in these economically uncertain times requires more than just performance marketing and short-term results.
An effective brand-building strategy will bring attention to the whole customer journey, using data-driven insights to capture attention and develop relationships built on trust.
By shifting focus from short-term tactics to sustainable growth strategies, B2B marketers can create lasting impact and drive long-term success.
