2B or not 2B?

Now there's a question

The business to business marketing communications we create on behalf  of our clients embrace the ever-expanding range of new marketing media available. But the age-old questions remain: Do people stop being consumers when they walk through the office doors? Is the strength of a brand less important in the context of business to business marketing? What’s the right mix of media through which to deliver b2b messaging?

Complex problems

Business to business decisions are more complex than the majority of consumer decisions. There are more people involved in the process, each with their own needs and agendas and consequently, purchasing cycles are longer. The role of marketing communications may be as much about maintaining the relationship as it is about delivering individual levels of information. And within these levels, each must meet its own objective whilst also enhancing the overall messages.

Rationale vs Emotion

Business purchases are more about the rationale and less about personal emotion and this actually helps us as a business to business marketing agency. Once the different business drivers are identified, along with the kinds of information needed by discrete audiences, it is easier to create an engaging, relevant dialogue.

However, once drivers, benefits, features and specifications are compared with those of competitors and true USP’s become more difficult to identify, the emotional relationship buyers have with a brand increasingly comes into play. Trust and security are central to their perceptions and there is a direct correlation between your brand’s reputation and its ability to deliver on its promise.

Business to business relationships matter

The strongest, most successful relationship are built over the long term – true in life, true in business. The key to maintaining a successful relationship is through communication. In this case, both your business’s marketing communications and the way people in the organisation communicate and deliver the brand’s promise.

Communications should integrate – across the organisation, divisions, departments, products and services – in order to transmit a bigger message whilst simultaneously delivering individual pieces of information.

B Excited

We are. Excited by B2B brands and the opportunities they present. Excited that with ever more effective ways to engage with new customers and build on existing relationships we can deliver business to business marketing communications that really contribute to the success of your organisation.