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Brands are not reaching the inflated expectations of B2B buyers, according to our 2023 B2B Superpowers Index, and there is a huge opportunity for those who can evolve their brand experiences, at speed and at scale, to stay relevant to increasing buyer needs and expectations.
Changing market dynamics and the economic realities of 2023 also mean that B2B buyers are now accountable for every single dollar they spend, and B2B brands need to work harder than ever before to build trust, win customers and drive loyalty.
This brand-new podcast series, featuring guest insights from world-renowned experts in brand strategy and marketing, looks at how B2B brands can rise to the challenge and build progressive, customer-centric brand experiences that both meet and exceed the expectations of today’s B2B buyers.
By exploring the decision drivers that matter most in the B2B purchase journey, we’ll dig deep into why some brands are more successful than others and provide insights and strategies on how to develop brand experiences that not only serve the needs of a buyer’s organization, but also deliver personal value to the individuals behind a purchase decision.
In the third episode of the series, Nick Hague is joined by Byron Sharp, Professor of Marketing Science and Director at the Ehrenberg-Bass Institute, the world’s largest center for research into marketing. Byron is considered one of the world’s leading experts on brand strategy and growth, and his first book, How Brands Grow: What Marketers Don’t know, has been called one of the most influential marketing books of the past decade. Since then, he’s followed this up with other successful books including How Brands Grow: Part 2, which he co-wrote with Jenni Romaniuk.
Key discussion points include:
Why the key to building brand penetration is through increasing mental and physical availability
Advice for smaller brands with smaller marketing budgets wishing to build mental availability
Why being distinct is more effective at driving long-term brand growth than being different
The importance of consistency in branding
Is mass-marketing in B2B different than B2C?
The danger of overusing price promotions…
…plus lots more! Listen to the podcast episode in full below.