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How a Strong Brand Boosts B2B Demand

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Visit us at gykantler.com for more information.

The concept of a “brand” is no longer taboo at B2B companies. In fact, strong B2B brands outperform weaker ones by as much as 20%, according to recent research by McKinsey. Yet it’s not easy for ROI-obsessed marketers to justify spending money on their brand, which can be difficult to track. As a result, your brand is too often left either underfunded or on the back-burner altogether.

We’re going to help you solve this. In this presentation you’ll learn:
- How your brand can boost demand generation and other key performance indicators
- The elements of a B2B brand and how those are different from traditional consumer branding
- How to elevate your brand through B2B marketing channels and brand advocates
- Metrics to track the impact of your brand

Publicada em: Marketing
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How a Strong Brand Boosts B2B Demand

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  2. M/ CHAEL BR/ AN WACHS GLADSTE/ N
  3. o BOOST/ NG DEMAND GEN ć} KR/ s o B2B BRAND vs BŻG BRAND - HOW TO ELEVATE YOUR BRAND o TRACK/ NG THE METR/ CS eeeeeeeeeeeeeeeeeeeee al
  4. Xx "à ñ 'O _. .. ` ' maüGŃmr . E „ MAIL. .. K/ MR? ` GYKAnMer prrvlleged and ccnñdennal
  5. / 1 I/ .EA ' k? TIN '/ mike karnell ` " @mrkamell #mailkimp? 2:07 PM - 30 Oct 2014 4a T32 "3 Fohoyšr Fouiow I I Iove that @Mailchimp is still a sponsor! ! YAS @serial #serial #serialpodcasi #Serialseasonż #mailkimp 11:37 AM - 10 Dec 2015 4a f3 'i 6 f I 1 _ . r „ . _ , V super delegatur Fc„Q„„ ` Ä @Logandames Omg I missed #MaiIKimp girl so much #Serial 7:37 AM - 10 Dec 2015 4a T35 28 ' Hee-Il! Ą DÄ Lindsay Applebaum Fo, „m, ILO @Iindsappie Big ups to Mail Chimp for siicking to the same "mail keemp? " spot in #Serial season 2. Give the people what they want. 8:18 AM - 10 Dec 2015 4a T354 S7129 -tvmifläniibll
  6. T/ -/E B2B BRAND D/ SCONNE C T nnnnnnnnnnnnnnnnnnnnn ai
  7. " STRONG B2B BRANDS OUTREREOR/ V/ WEAK BRANDS BY; " / McK/ NSEY
  8. Themes contribution lo perceived brand Correlation ranking Top global B2B companies' slalcd aliiliaiion with 5mm meme theme. strength. Caras anmi hnnssn open ma nqiiê , . . . . . U 1 I w in is r IAIDHI-"s . wd sor i-iy . z ib 35 "a ` T At' 'in H xihg: 7 ' u 1.( ; MF W@ . F k y I, F / F f-v ma g mn, o „pçciaislexpe _. . , z r 7 7 , [[:3 ; MP3 i T `i 'T - ~ 4 Fits iI1`‹'/ ?Ĺ''‹'iUWI`1y i. ia'n„›: sa'icbeię'i u i L. i . I Ń - ; q r . 5 isamœgnn lsiied u ' ` v0 i FNUŹÄ( 'W j i 7_ ~ ', ~ I E Provdwnbroi-. d uromciponicra . i3 a 7 ia a amur 01 inno-Liwni: 68 7 „ Fish: - mod-“v : orson ' 0U] e6 A_ respons b ity m ils Väürk , r 9 Shapm, m» mrm-J nn oi m» «mirka-t 72 , _ 10 imsąiuoąl 't4121 79 i T Promatek(1ivBrsily: i'i‹1t-u. ii` m F' ' . ';' (›L)[J(›IXI. III', ' 12 Promomi- . rid pra. , w , Ę m i-s ; Vocucts or 5 , _ _* i9 s: | ' 13 Has mv priovs : iii-JI
  9. GYK Amier AND WHERE ARE WE SREND/ NG OUR MONEY? PERCENTAGE ALLOCATION OF 2075 B2B MARKETING BUDGETS Based on combined responses from two surveys of senior B2B marketers Iri-person trade shours conferences, events Digital advertising / marketing Content marketing Website Direct marketing Animale-s Digital events: webinars, video Public relations Data analytics Traditional aovertising Promotions / sponsorships Market research Hospitality IT support / development Corporate social responsibility Telemarketing, teleprospectlng Testing new market Innovation Other Nüüükkäüüälöœbö: ŃRŃNŃŃŃŃŃ NRR** N i? 2% "A1" a . 'i, i›1›1'-, r:'„1 pw egedawc cohñdertia
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  11. THE ORG HOLE THEELASTIC ORG J/ I mindjet. /á NO TITLE THE "TOFU" ORG łi ? šzendesk / j NO TITLE THE INBOUND ORG A/ Hubsät / Ĺ vP, BRAND s BUZZ THE FUNNEL-FOCUSED ORG Ĺ/ [Z No TITLE THE CULTURE ORG Ż] / Ĺ BRANDING &ART THECUSTOMERORG T/ Y/ Ąfjassian / --- BRANDING J THECREATIVEORG ż/ ( Ę ) Ä j? PR/ BRAND COMMUNICATIONS GVKAntler privileged and confidential
  12. WHAT / S BRAND? (WELL, EOR B2B] nnnnnnnnnnnnnnnnnnnnn al
  13. /CONSUMER BRAND/ NG / S RELAT/ /ELY STRA/ GHTEORWARD. . Ą wii %
  14. / B2B BRAND/ NG / S RATHER COMPLEX f'f' 9 ddddddddddddddddddddd al
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  16. GYK Antler A LOGO ALONE / S NOTA BRAND 5 i , z k. o' ""7" ê “iàYàüm w" „miiyñy-r: . SCM_ "ÓQKFRAĘĘ I I "I. T › I l K K . Ä i . ~ l l l ~ - i P
  17. /T MUST E/ OKE A RESRONSE nnnnnnnnnnnnnnnnnnnnn al
  18. " / MAGE AND RERCERT/ ON DR/ /E BRAND VALUE" W/ THOUT AN / MAGE THERE / S NO RERCERT/ ON. " Scott M. Davis Brand Asset Management nnnnnnnnnnnnnnnnnnnnn al
  19. /SO WHAT'S YOUR RERCERT/ ON? I I . Illiilii CISCDTM privileged anc : epidemia
  20. AND NOW? i inter) insidem Walmart : ::- inside” CORE" i7 CORE i7 nnnnnnnnnnnnnnnnnnnnn al
  21. BRAND = RERUTAT/ ON nnnnnnnnnnnnnnnnnnnnn al
  22. RERUTAT/ ON / S i TTT A BALANCE. . ' ' VALUE PROPOSITION POSITIONING i z , BRAND GYKAntler privileged and confidential
  23. GYKNller / AND RRO/ /DES A BRAND / TS EUEL.
  24. " CONS/ STENCY / S KEY A BRAND / S ONLY AS STRONG AS / TS WEAKEST TOUCHRO/ NT " MICHAEL Emotional Guy ddddddddddddddddddddd al
  25. " CONS/ STENCY / S KEY A BRAND / S ONLY AS STRONG AS / TS WEAKEST TOUCHRO/ NT " "ALSO DON'T EORGET THAT YOUR RERUTAT/ ON / S YOUR BRAND SO WHAT ARE YOU DO/ NG TO / N/ EST / N IT? " BRIAN Rational Guy ddddddddddddddddddddd al MICHAEL Emotional Guy
  26. BRAND / DENT/ TY / N RRACT/ CE nnnnnnnnnnnnnnnnnnnnn al
  27. GYK Antler DO YOU HA/ E ALL THAT YOU NEED? Mission / Valus/ Vision Brand Dęñnition : "What" Brand Differentiation : “How” Brand Position : 'Why' Visual Identity Voice, Tone ä Style Guideline Website 5- Owned Employees Content & PR Customers Advertising Partners Experiences Fans Product Press Service Influences privileged and confidential
  28. BRAND / N DEN/ AND GEN CHAMPION FUNNEL Brand gets you noticed , and stimulates a desire AWARE NESS 'O "FWGSWQMG CONSIDERATION ORGA NIZATIONAL F UNNE L ` Brand educates IN TEN T _ N ATTENTION the Organizational EXPERIMENT g EDUCATION ""”'"”°°"'"'"'°"` Brand wlrlrywtsocàrsvrzgftrev: /Ĺñ LO YA LTY i w v EVALUATION T]] Brand inñœnœs ADVOCAC Y PURCHASE "On-IWN"? v ‹ requirements EXPANSION Your brand ~ ar reputat/ aa - / S a Cr/ t/Cal factor rn mov/ ng from stage to stage GYKAntler prmleged and cunñdentxal
  29. GYK Antta! BRAND / N CONTENT YOUR RER VISUAL IDENTITY VALUES MISSION BRAND POSITION VOICE 8' TONE INU a3: . JISIOn I "w, Rrov/ de gour (żontent generators W/ th the ngnt too/ s to secure gour reputat/ orv privileged and cunñdemtal
  30. BRAND AT EVENTS YOUR RE R VISŁML IDENTITY BRAND POSITION UPER/ ENC ES BRAND ADVOCATES Look to build more than an experience. Craft a story that provides greater utility. GYKAntler pnvileged and cnnidermal
  31. BRAND / N STAFF YOUR REP MISSION VALUES VISION Mr T( "T rggmgàt / f gour ernp/ ogees dont Iove goo, Dow can goo expect customers to? @Ymmm prrvlleged and cunñdemtal
  32. ME TR/ CS BRAND METRICS WEBSITE - BRAND AwARENEss - BRANDED sEARcH TERMS - BRAND ATTITUDES - REPEAT VISITS - BRAND LOYALTY REPUTATION METRICS F UNNEĹ ME TB I C5 o SOCIAL MEDIA REACH ć} ENGAGEMENT - WIN-Loss ANALYSIS - SENTIMENT ANALYSIS ° CON VERSION ME TRICS GYKAntler prmleged and cunñdenttal
  33. YOUR BRAND ISN 'T JUST A LOGO, IT'S YOUR REPUTATION DEC/ DE WHAT YOU WANT YOUR REPUTATION TO BE, THEN BUILD YOUR BRAND ECOSYSTEM AROUND IT USING IDENTITY CHANNELS, AND ADVOCATES MEASURE YOUR BRAND BY MEASURING THE IMPACT IT HAS ON KRIS THAT ARE ALREADY IMPORTANT TO YOUR ORGANIZATION
  34. „ THANK X YOU/ FOR MORE INFORMATION ON HOW TO ASSESS AND BOOST YOUR BRAND, GIVE US A SHOUT. wwwgykantler com I @ggkanttertech I innovation@ggkantter, com I 603-625-5773 GVKAmxer puwxagao and soundmax

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