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We bring you the latest trending and newsworthy articles in B2B branding and marketing.

This month, a deep-dive into the values of B2B purchasers, quantifying the effectiveness of CX, and a look at the unexpected success of Amazon’s unlovely website design.

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What Do B2B Decision Makers Really Care About?

As B2B offerings become ever more commoditized, the subjective, sometimes quite personal concerns that business customers bring to the purchase process are increasingly important. Recent Bain & Company research shows that with some purchases, considerations such as whether a product can enhance the buyer’s reputation or reduce anxiety play a large role.

Bain’s “Elements of Value Pyramid” offers a unique approach to understanding these critical decisions. Learn more about the pyramid in this comprehensive Harvard Business Review article.

from Harvard Business Review

Is Focusing on Customer Experience Just a Trendy Concept? Or Does It Really Pay Off?

Companies that have committed to the customer experience — factoring in the people, processes, technology, and organizational structure required to facilitate it — are outperforming their peers, according to new research from Adobe.

Organizations with a cross-team CX approach were nearly twice as likely to have exceeded their top 2017 business goals (20% vs. 11%), according to Adobe’s 8th annual “Digital Trends” report, which surveyed almost 13,000 marketing, creative, and technology professionals in North America, Europe, and Asia-Pacific.

Download the report for more insightful findings.

from CMO.com

It’s Not Simple. It’s Not Beautiful. But the Amazon Website Succeeds Anyway. Here’s Why.

From an aesthetic point of view, Amazon’s web store is neither simple nor beautiful — two things we expect of good design. Instead, it focuses on simplicity of experience, process, and functionality. For many designers, this is somewhat confounding. So, how might we look at Amazon to understand why it works, despite — if not because of — its aesthetic?

Amazon’s design succeeds because it makes use of four key principles that all great shopping experiences embody—whether digital or physical, luxury, or low-cost. Read this intriguing article to learn about these principles.

from Fast Company

From Customer Experience to Client Experience

Customer experience. The phrase has become ubiquitous in branding and marketing circles. In the B2C world, its relevance is obvious: delight your customers at every “touchpoint,” whether on your website, in a retail environment, on the phone, or when they’re using your product or service.

But what does customer experience mean in the B2B…

Keeping it Real: The Emergence of Authenticity in Design

In the past few years, we’ve seen “authenticity” emerge as a theme in branding and design; this year, it has exponentially increased in importance and value. That’s understandable: in a world where “fake” news can dominate the political conversation and Instagram stars turn out to be imposters, consumers have become increasingly cynical.


Millennials Are Buying for Businesses. What Does This Mean for Your B2B Brand?

Millennials. Generation Y. Whatever you call them, consumer brands understand the importance of the huge cohort born between 1980 and 2000. Whether they think millennials are refreshingly confident and engaged, inappropriately self-centered and entitled, or some combination of the two, marketers realize they are critical to the success of consumer businesses, responsible for $600…