This document discusses challenges in B2B marketing such as commoditization and ease of consumer information. It notes that businesses do not make purchase decisions solely logically, and that "unsexy" business products still need to appeal to emotions. The document proposes that companies can solve these issues by creating a strong brand through consistency, persistence with one voice, making the brand tangible over time with activity, and creating loved content. The brand also needs to align with corporate strategy.

1. The TNT in
B2B Marketing
B2B Rocks
May 2014 Paris

2. Two problems:
Commoditization
and
Ease of Consumer Information

3. Businesses are not making purchase
decisions solely based on logic
and objective criteria

4. Unsexy products
but emotions needed

6. Solution Products
need a Brand

7. Brands create economic value

8. Create your Brand DNA and
align with Corporate Strategy

10. Consistency + Persistency
+ One voice

11. Make your brand tangible
(with activity and give it time)

13. Create content people love

14. THANK YOU! @joergpaymill