Ask online marketers in the consumer packaged goods industry about the value of branding, and I’m sure they could go on and on. But pose the question to marketers in the business-to-business space, and you’ll probably encounter a bit of resistance, if not downright disbelief. For the typical B2B marketer, brand awareness and strategy are not often the top priorities, losing out to demand generation, nurturing, and other important aspects of cultivating prospect relationships during the sales process. But what many B2B companies don’t realize is that branding is one of the only marketing strategies that impacts the entire sales process, not just the early, middle, or later stages. If you think about it, brand awareness ensures that prospects are even thinking about you in the first place. Furthermore, brand perception is the primary way to differentiate your product or service from that of your competitors, especially during the evaluation stage. To be certain, generating and nurturing leads are key processes in B2B marketing—but branding is really the foundation for these and other marketing objectives.
In conjunction with the renowned marketers at MarketingProfs, Bizo is excited to present it’s free Webinar, “Unleash the Power of Your B2B Brand to Drive Leads and Increase Revenue” on September 28, 2010 at 12 p.m. Eastern/9 a.m. Pacific. The goal of this Webinar is to help B2B marketers understand branding’s impact on B2B sales; develop a solid, online brand strategy; and measure the real business impact of their branding efforts in the B2B world.
At Bizo, B2B branding is a topic that never fails to generate lively discussions — I hope you’ll join us for this one.
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