The importance of branding in B2B Marketing: Why CX and BX are equally important
In today’s fast-paced world of B2B (business-to-business) marketing, competition for customer attention has never been fiercer. In this blog, we’ve explored the importance of branding in B2B marketing, the role of BX and emotional engagement, and how B2B companies can stay ahead of buyer expectations in an increasingly digital world.
The digital landscape has changed the way B2B buyers research and make purchasing decisions. Customers are equally open to receiving helpful information through in-person or digital channels. Sales leaders need to increase customer value by creating information specifically designed to help customers with their buying decisions. With easy online access to data, buyers are able to get the information they need to make informed decisions. A satisfying online customer experience means not only delivering relevant and valuable content, but also ensuring that content is easily accessible, user-friendly and mobile-friendly. This means that B2B companies play a pivotal role in offering valuable information to potential buyers at the right time.
In today’s digital world, delivering a strong and consistent brand experience is crucial for B2B companies. With buyers increasingly relying on online research to make purchasing decisions, it’s essential to create a lasting impression across all touchpoints. Delivering excellent BX goes beyond brand compliance – it’s about anchoring every interaction in the brand’s core values and maintaining a consistent personality, voice, and behaviors. B2B companies must make a human connection with buyers and engage them emotionally to build stronger relationships, especially as buyers are contacting companies later in their decision-making process and relying on online research for initial information.
The shift to H2H (human to human) in B2B also underscores the importance of an emotional connection with buyers. Contrary to popular belief, there is a stronger emotional bond between customers and B2B brands than B2C. A lot could be at risk if an incorrect decision is made. Therefore, B2B companies must meet the higher standards set by B2C experiences to influence B2B buyers‘ expectations. They must also recognize that buyers and consumers alike expect a „here and now“ experience and that this expectation will increasingly influence the channels or formats used by B2B marketers.
In summary, B2B companies need to focus on delivering good BX, building a human connection with buyers, and engaging them emotionally. They need to embrace new technologies and platforms to stay ahead of the curve and deliver the experiences buyers expect. In this way, they can build closer relationships with their customers and gain a competitive advantage in the crowded B2B market.
