As B2B marketers know, there’s a big difference between a considered decision and an impulsive one when it comes to buying behavior. However, it’s a mistake to compare consumers and B2B purchasers in black and white terms, thinking of consumers as emotional and B2B buyers as logical. Human beings act on their feelings…
Major B2B purchasing decisions are typically made high up in the organization, most often in the C-suite. This poses a particular challenge to B2B marketers: how to connect with an audience that is unlikely to click on an online ad, respond to an unsolicited email, or even take a meeting with a sales representative…
Marketers should never assume their clients or prospects are aware of all the products and services that fall under their corporate umbrella — even with those clients for which there are long-term, established relationships. By developing marketing and sales strategies that incorporate opportunities for clients to learn more about a company’s offerings, marketers can…
They are the holy grail of B2B marketing: C-suite executives who open the doors, make the decisions and write the checks. And they are increasingly difficult to reach through conventional marketing channels. The key to getting inside is providing executives with something they need but can’t get elsewhere: relevant content.
B2B buyers are more sophisticated than ever. They have access to a wealth of information about every solution to every challenge their business may be facing. Many technology solutions make switching vendors simple — if not entirely painless. Strategically minded and budget-conscious, prospects are juggling decision criteria and competing interests in ever-changing ways.
For…
There’s been a fundamental shift in how business is conducted. Businesses can use LinkedIn, blog posts, and social media to reach customers in new, unexpected ways, and the purchasing process itself has become more informal. Rather than relying on the formal pitch and conference call, companies are constantly interacting. They’re looking to form…
What is brand experience? Yashumi Kasumi, Innovation and Creative Manager at IKEA, says,“A brand experience resembles the experiences you have with the people in your life…[it is] literally everything you have seen and heard — or even felt or smelt or tasted — about a brand.” This reflects a shift in the meaning of the…
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.
A…
It’s a topic on the mind of every B2B marketer these days: customer experience, that elusive moving target. Specifically, how to meet customer expectations when, as a brand, you are competing against every (predominantly digital) interaction your customers have ever had.
For many B2B marketers, keeping up with customers, not competitors, has become their…
Forrester researchers published a report about a new customer-centric era in business. As part of DeSantis Breindel’s ongoing relationship with Forrester, we’ve reviewed the report to summarize key findings for our readers — and offered our own analysis about what this change means for B2B brands.
Customer experience is king
Over the past…
DeSantis Breindel recently met with Forrester as part of Huddle — an intimate community of B2B marketing leaders who come together to connect, collaborate, and learn from each other and from outside experts. Forrester researchers and branding experts shared some of their latest CMO research about human-centered branding and B2B customer obsession. Here are key…
What’s a talk trigger, and how can a company use one to strengthen its brand and drive business? Jay Baer and Daniel Lemin, co-authors and marketing experts, tackle this phenomenon in their aptly-titled book Talk Triggers, which demonstrates the importance of word-of-mouth marketing through a diverse collection of case studies…
In today’s content-driven B2B marketing landscape, a compelling, user-centric content strategy can be a brand’s most powerful tool for connecting with prospects and clients. To be truly effective, a content strategy must be based on a clear understanding of and alignment to specific customer needs and consumption preferences throughout their decision…
At DeSantis Breindel, we’ve been working on a number of exciting initiatives, including expanded offerings to reach B2B audiences in engaging ways, and a new community for B2B marketing leaders.
Helping our clients create exceptional customer experiences
While we’ve always worked with clients to bring their brands to life through strategic customer interactions…
In this post, we examine the third principle of branding technology firms, in our on-going series adapted from our chapter on building long-term value in a system-update world in the Brand Challenge.
The proliferation of all things digital has transformed technology from a nice-to-have to a must-have for consumers…
Today is the age of the customer, where power has shifted from companies to customers and organizations everywhere are rethinking the way they interact with customers to drive engagement, loyalty, and growth. CMOs and marketing leaders are at the helm of this change, charged with adopting more customer-oriented way of operating in order to…
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…
Exclamation points. Trending lingo. Emoji. When it comes to B2B brand voice, these may not be the first things that come to mind, but with the explosion of digital content and the increasing importance of social media in the B2B buying cycle, that’s rapidly changing. Many B2B companies are beginning to sound more and…