Winter 2007-08 Volume 8
 
 
In this issue
 

B2B Marketing and Branding - What does it take to win?

 
B2B marketing is lagging behind B2C in terms of strategic marketing and investment especially as it relates to brand. At a recent American Marketing Association (AMA) Toronto panel, moderated by Brand Matters Inc., marketing leaders discussed 'what it takes to win' through effective B2B marketing.

Four key themes were developed with the panel discussion and are outlined with the following:

1. Marketing - Sales Collaboration is Key

Two unique characteristics to the B2B environment point to the need for strategic marketing-sales collaboration: (1) there is a tendency for B2B organizations to forget about the end-user consumer with a focus on the middleman customer, and (2) B2B organizations typically under-invest in qualitative market research, a key driver to brand and strategic insight.

At Grand & Toy, a company that has recently undergone a complete strategic flip, they have established a 'Sales Feedback Panel' incorporating their sales team with market research initiatives led by the marketing team. Leslie Murray, Senior Director Marketing, Large Business Programs, stated "this has led to on-brand changes in our B2B sales culture." Similar collaboration has occurred with Commercial Card Marketing at American Express Canada, where a 'Field Advisory Committee' was established to involve sales in product launches and other marketing initiatives.

2. Struggle for B2B Marketing Budget

The constant struggle for a larger percentage of budget is a key theme in the Canadian B2B environment. Dirk Miller, Director of Corporate Communications at Siemens Canada stated that "a major challenge in the B2B environment is trying to manage organization perception that B2B initiatives are an investment, not a cost. Recognition of the importance of brand in the B2B marketplace must be addressed in order to create true B2B marketing innovation."

Panellists described ROI and quantitative market research as key areas of B2B marketing focus. Given limited budgets, this can result in a lack of qualitative market research insight, which is essential to strategy development. Nicky Mezo, Director, Commercial Card Marketing, Global Commercial Card at Amex Bank of Canada, emphasized the need for marketing strategic leadership to help drive business growth. She stated, "qualitative market research can benefit B2B marketing by revealing customer insights and providing specific examples of new strategic marketing opportunities."

For example, qualitative market research helped American Express gain insight on the key benefits to offer their B2B market segments with the launch of the Corporate Platinum Card. Qualitative research uncovered an opportunity to 'simplify the lives' of their target audience and recognized an important opportunity for American Express to significantly add value to this key customer segment.

Brand Matters has developed a specialty in B2B brand insight with a range of qualitative market research techniques. Tina Rosenstein, Director of Market Research, former VP at Angus Reid and a senior consultant at Ernst and Young, leads Brand Matters' B2B market research practice.

3. Green Initiatives Required for Market Leadership

Green initiatives are perceived as a necessity with Canadian B2B marketing leadership. B2B customers are looking for brands that can help their business move towards a full environmental solution; and yet, green initiatives are also perceived as a risk because it makes the 'green' organization more vulnerable to environmental best practices' criticism. Transparency is viewed to be the most effective strategy to combat this vulnerability; for example, communicate to your customers proactively with your advancement in new 'green' initiatives.

4. Internal Branding is Key

Internal branding and the resultant deepened employee engagement is a key challenge for B2B leaders. Dianne Rychlewski, Director of Marketing, McMillan Binch Mendelsohn stated that "branding from the inside out is important because employees at all levels , especially those in professional services, need context around who they work for in order to effectively contribute to their brand."

With the impending talent crunch, employee engagement and branding in talent recruitment are gaining increased focus. Internal branding is critical as B2B marketing is largely relationship driven.

The AMA panel discussion took place in Toronto on November 29th, 2007 and was moderated by Patricia McQuillan, the President and Founder of Brand Matters Inc.

Brand Matters Judges Marketing Awards

Brand Matters recently judged Strategy Magazine's B!G Marketing Awards. This award program is designed to explore agency contributions to internal branding, shaping customer experience, and developing new products for their clients.


Brand Matters has been invited to judge the upcoming Can West Global Employer of Choice Marketing Awards (ECMAs), showcasing the best in employment branding. For more information about these awards, please visit the ECMA homepage.

Upcoming Events and Publications


Brand Matters will be delivering the first annual Branding Workshop for the Canadian Society of Association Executives (CSAE), April 15-16, 2008 . Please visit the CSAE Events site for more information.

Brand Matters has published an article on Internal Branding with the Human Resources Professionals Association of Ontario (HRPAO) inaugural issue of the HR Professional Magazine, December 2007, page 39, Walking the talk: internal branding.

This newsletter is published by Brand Matters, a brand consulting firm that specializes in market research, brand repositioning, internal branding and implementation. With Patricia McQuillan as President and Founder, the firm has delivered success-driven results for a variety of renowned organizations since 2000. This newsletter was sent to friends, clients and associates of Brand Matters Inc.
 
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