B2B Excellence - Your brand is your best salesperson

B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry.

We include the perspectives from a variety of enterprise marketers, stories from fast-growth businesses challenging the conventional ways of working and thinking, and the top 1% of B2B marketers shaping modern-day practices.

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Article 1 - Your brand is your best salesperson

Truer words have never been spoken.

So much to unpack in this post.

Key Insights

• Salespeople had a far more significant role in purchase decisions historically than they do today
• Key actions that influence buying decisions are done independently
• The role of emotions is far more influential than B2C 
• The importance of internal alignment to get the most out of your marketing

Article 2 - Shifting brand perception - case study

When and how buyers think of you and the category entry points that turn prospects into buyers is critical. 

All of which is influenced by us as marketers, and the decisions we make with our marketing.

There is a big difference between being known and being known for a particular part of your business.

Do brands associate you with a product, a campaign or simply as a legacy corporate brand?

Shifting the perception of your brand, when and how your potential buyers think of you, is difficult, expensive and slow.

So, when brands make this decision to be known for something different, accepting the need for patience, setting an appropriate measurement framework, and the internal alignment on the long-term strategic play, are all fundamental ingredients to providing the best chance of a brand repositioning success.

Zoominfo wants to be known as more than just a data supplier.

This is a great read to the actionable step-by-step playbook on how a brand is navigating a course to evolve its brand identity.

Article 3- Exceptional B2B customer experiences will separate winners from losers 

“Putng the customer at the heart of the strategy is the only thing that will separate the winners from losers.”

Candid and clear advice from our colleagues over at EssenceMediacom.

Key takeaways from this piece.

• Data and tech will underpin your CX
• These are the enables to connect, on and offline, marketing, sales and customer success teams
• An interesting example from the land of B2C
• How some B2B categories are leveraging CX
• CX is a ‘to be’ not a ‘to do’ 
• CX is a muscle that’s always flexing and growing. There is no end-state or autopilot when it comes to CX

Article 4  - Your audience doesn't read your post, they scan it.

How to get more from your content when your ideal customer profile only reads about 20% of it.

.Read the full source here.

Conversations, posts or articles I liked this week

Don’t say what you do, show the value

Rating B2B Ad Creatives out of 10

B2B Brand Characters

Is NPS Still Relevant For B2B?

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