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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 fourth and final episode of the series, Nick Hague is joined by two B2B International colleagues, Oliver Truman and Simi Dhawan. Since 2019, B2B International and Merkle have been tracking the evolving shape of business culture to guide B2B brands on how best to keep pace with the dynamic and ever-changing market of B2B buyer expectations and needs.
Having analyzed more than 6,500 individual B2B brand experiences across the tech, financial services, manufacturing, and professional services sectors, the 2023 B2B Superpowers Index is the largest global B2B tracker of its kind. In this episode, Oliver and Simi explore the key insights from the latest wave of the research and discuss the implications for B2B brands. For brands and marketers wishing to stay ahead of the competition and remain relevant to today’s B2B buyers, this episode is a must-listen!
Key discussion points include:
How B2B decision-making has evolved over the past few years and what this means for brands competing for the attention of today’s buyers
How well B2B brands are currently meeting customer expectations and which parts of the purchase journey prove the most challenging to deliver against
The 5 decision drivers most likely to push a buyer to review an alternative supplier or brand
The importance of meeting the needs of the individual buyer, as well as the needs of the buyer’s organization
The 7 newly important decision drivers and the commercial benefits for brands who deliver successfully against them…
…plus lots more! Listen to the podcast episode in full below.