SlideShare a Scribd company logo
1 of 12
How B2B brands talk
past their customers
Any use of this material without specific permission of
McKinsey & Company is strictly prohibited
New York, 18 March 2014
CFG conference
Great
strategy,
business brands excel in
consistency,
and delivery
SOURCE: Interbrand; team analysis
20%of world's top
100brands have
B2B focus
+ 27%
in the
last decade
3How B2B companies talk past their customers
Strong brands generate impact across B2B stakeholder groups
Employees and talent
Regulators, suppliers,
business partners, etc.
Investors and
analysts
B2B customers
End customers
SOURCE: Business Branding Initiative
"A consistent
(positive) and
appealing short-hand
articulation of what a
specific company
stands for"
§§§
How B2B companies talk past their customers
B2B customers across industries recognize that brand influences their decision
SOURCE: B2B Branding Survey
1 Quality of customer communication, provision of information, media visibility, etc.
27
27 21
23 25 22
17 21
20
15 13 18
14
US
19
Germany
18 Brand
Customer information1
Price
Product/services
Sales/channel
India
Influence on
purchase decision
Percentage
5How B2B companies talk past their customers
Strong B2B brands generate higher margins
SOURCE: B2B Branding Survey
Supplier brands, that
respondents in our
survey considered to
have a "strong" brand
image, exhibit a
significantly higher EBIT
margin
EBIT margin,
2011
Percent
6
11
12
13
Strong
brands
Neutral
brands
Weak
brands
+20.7%
How B2B companies talk past their customers
Strong brands outperform the index in financial markets
7
60
70
80
90
100
110
120
130
140
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Total Return to Shareholders1
Index
1 Portfolio consisting of the 40 top-ranked, listed companies, picked from Interbrand’s "Best Global Brands" report, published each summer
since 2000. Stocks in local currency, equally weighted and adjusted every July 1st
SOURCE: Datastream; Interbrand, McKinsey analysis
Top Brand
Portfolio1
MSCI
World
+31%
Top 40-brands portfolio has
outperformed bench-marks overall
and in 9 of the last 12 years
How B2B companies talk past their customers
What makes a brand "strong" in the eye of the customer?
8SOURCE: B2B Branding Survey
 Acts responsibly across its supply chain
 Has a high level of specialist expertise
 Fits in well with my values and beliefs
 Is a leader in its field
 Is a driver of innovation
 Role models corporate social responsibility in its work
 Provides a broad product portfolio
 Promotes and practices sustainability in its products or services
 Shapes the direction of the market
 Promotes diversity and equal opportunities
 Has global reach
 Cares about honest and open dialogue with its customers and society
 Has low prices
GLOBAL
Influence on perceived brand strength – the customer's view
Correlation ranking (n = 1,408)
2
3
4
5
6
7
8
9
10
11
12
13
Combination
of rational
"hard facts"
AND
emotional
aspects
???
benefits
How B2B companies talk past their customers
There appears to be a disconnect between what customers care about and what
companies talk about
SOURCE: B2B Branding Survey 9
 Honest and open dialog
 Responsibility across supply chain
 High level of specialized expertise
 Fits my values and beliefs
 Is a leader in its field
What B2B
customers
care about
 Corporate social responsibility
 Sustainability
 Global reach
 Shapes the market
 Innovation
But what
are B2B
companies
talking
about?
How B2B companies talk past their customers
Brand perceptions based on many touchpoints – not just sales reps
10
US
India
Germany
7 most
preferred
touchpoints
for each
step in the
decision
journey
SOURCE: B2B Branding Survey
Consideration Evaluation Purchase
Loyalty
Advocacy
1 Salesreps
(Personal)
Salesreps
(Personal)
Salesreps
(Personal)
Salesreps
(Phone)
2 Website Past usage Salesreps
(Email)
Salesreps
(Email)
3 Past usage Press
Coverage
Website Salesreps
(Personal)
4 Recommen-
dation (ext.)
Distributor Trade Fairs Website
5 Catalog Website Events Events
6 Trade fair External re-
commendation
Prof. social
media
Trade fairs
7 Sales reps
(phone)
Catalog Sales reps
(phone)
Call Center
GLOBAL,
ALL INDUSTRIES
How B2B companies talk past their customers
6 Steps for the journey
11
Take stock of corporate strategy
Map primary stakeholders
Determine value proposition and brand architecture
Track impact
Define touch points that matter
Architect activation
How B2B companies talk past their customers
12
Agnes Claye
Senior Expert
NJ
Agnes_Claye@mckinsey.com
Nils Hoffman
Partner
New York
Nils_Hoffman@mckinsey.com
Staying connected
McKinsey on Marketing & Sales
Read more: How B2B companies talk past their customers

More Related Content

What's hot

Branding in the Digital Age
Branding in the Digital AgeBranding in the Digital Age
Branding in the Digital AgeSameer Mathur
 
Digital marketing plan
Digital marketing plan Digital marketing plan
Digital marketing plan Vanessa Baires
 
Sales Objections
Sales ObjectionsSales Objections
Sales ObjectionsAkash Shah
 
The psychology of selling
The psychology of selling The psychology of selling
The psychology of selling Mehdi H.Mahfoud
 
20 Best Sales Objections Handling Techniques - Infographic
20 Best Sales Objections Handling Techniques - Infographic20 Best Sales Objections Handling Techniques - Infographic
20 Best Sales Objections Handling Techniques - InfographicAndriy Popov
 
Digital Marketing Strategy Guide
Digital Marketing Strategy GuideDigital Marketing Strategy Guide
Digital Marketing Strategy Guidepixelbuilders
 
The New Product Marketing Playbook
The New Product Marketing PlaybookThe New Product Marketing Playbook
The New Product Marketing PlaybookApril Dunford
 
Digital Marketing Plan and Action for Next 4 Month
Digital Marketing Plan and Action for Next 4 MonthDigital Marketing Plan and Action for Next 4 Month
Digital Marketing Plan and Action for Next 4 MonthDEBAYAN PURKAIT
 
A B2B Content Marketing Strategy & Framework
A B2B Content Marketing Strategy & FrameworkA B2B Content Marketing Strategy & Framework
A B2B Content Marketing Strategy & FrameworkNathan Joynt
 
Be Distinctive, Not Different
Be Distinctive, Not DifferentBe Distinctive, Not Different
Be Distinctive, Not DifferentPercolate
 
Marketing and Sales strategies for Startups
Marketing and Sales strategies for StartupsMarketing and Sales strategies for Startups
Marketing and Sales strategies for StartupsBryan Starbuck
 
Deloitte digital | Global Marketing Trends 2022
Deloitte digital | Global Marketing Trends 2022Deloitte digital | Global Marketing Trends 2022
Deloitte digital | Global Marketing Trends 2022APPMAssociaoPortugue
 

What's hot (20)

Go To Market Strategies
Go To Market StrategiesGo To Market Strategies
Go To Market Strategies
 
Trade Marketing
Trade Marketing Trade Marketing
Trade Marketing
 
Branding in the Digital Age
Branding in the Digital AgeBranding in the Digital Age
Branding in the Digital Age
 
Sales promotion
Sales promotionSales promotion
Sales promotion
 
Managing Brand Equity
Managing Brand EquityManaging Brand Equity
Managing Brand Equity
 
Digital marketing plan
Digital marketing plan Digital marketing plan
Digital marketing plan
 
Sales Objections
Sales ObjectionsSales Objections
Sales Objections
 
Brand Positioning .pdf
Brand Positioning .pdfBrand Positioning .pdf
Brand Positioning .pdf
 
The psychology of selling
The psychology of selling The psychology of selling
The psychology of selling
 
20 Best Sales Objections Handling Techniques - Infographic
20 Best Sales Objections Handling Techniques - Infographic20 Best Sales Objections Handling Techniques - Infographic
20 Best Sales Objections Handling Techniques - Infographic
 
Digital Marketing Strategy Guide
Digital Marketing Strategy GuideDigital Marketing Strategy Guide
Digital Marketing Strategy Guide
 
The New Product Marketing Playbook
The New Product Marketing PlaybookThe New Product Marketing Playbook
The New Product Marketing Playbook
 
Digital Marketing Plan and Action for Next 4 Month
Digital Marketing Plan and Action for Next 4 MonthDigital Marketing Plan and Action for Next 4 Month
Digital Marketing Plan and Action for Next 4 Month
 
A B2B Content Marketing Strategy & Framework
A B2B Content Marketing Strategy & FrameworkA B2B Content Marketing Strategy & Framework
A B2B Content Marketing Strategy & Framework
 
Be Distinctive, Not Different
Be Distinctive, Not DifferentBe Distinctive, Not Different
Be Distinctive, Not Different
 
6. sales planning
6. sales planning 6. sales planning
6. sales planning
 
B2B sales process
 B2B sales process   B2B sales process
B2B sales process
 
Marketing and Sales strategies for Startups
Marketing and Sales strategies for StartupsMarketing and Sales strategies for Startups
Marketing and Sales strategies for Startups
 
Deloitte digital | Global Marketing Trends 2022
Deloitte digital | Global Marketing Trends 2022Deloitte digital | Global Marketing Trends 2022
Deloitte digital | Global Marketing Trends 2022
 
Brand audit
Brand auditBrand audit
Brand audit
 

Viewers also liked

B2B branding project
B2B branding projectB2B branding project
B2B branding projectamit kumar
 
Managing B2B Brand Portfolios
Managing B2B Brand PortfoliosManaging B2B Brand Portfolios
Managing B2B Brand PortfoliosFullSurge
 
Business to Business Branding - Introduction to Branding
Business to Business Branding - Introduction to BrandingBusiness to Business Branding - Introduction to Branding
Business to Business Branding - Introduction to BrandingRai University Ahmedabad
 

Viewers also liked (6)

B2B branding project
B2B branding projectB2B branding project
B2B branding project
 
B2B Branding
B2B BrandingB2B Branding
B2B Branding
 
Managing B2B Brand Portfolios
Managing B2B Brand PortfoliosManaging B2B Brand Portfolios
Managing B2B Brand Portfolios
 
Beware of Crap
Beware of CrapBeware of Crap
Beware of Crap
 
Business to Business Branding - Introduction to Branding
Business to Business Branding - Introduction to BrandingBusiness to Business Branding - Introduction to Branding
Business to Business Branding - Introduction to Branding
 
B2B Branding
B2B BrandingB2B Branding
B2B Branding
 

Similar to How b2b brands talk past their customers

Carreira_Portfolio_11-2016
Carreira_Portfolio_11-2016Carreira_Portfolio_11-2016
Carreira_Portfolio_11-2016Jeff Carreira
 
Monitoring & Measuring Social Media - A Practical Guide
Monitoring & Measuring Social Media - A Practical GuideMonitoring & Measuring Social Media - A Practical Guide
Monitoring & Measuring Social Media - A Practical GuideSpiral16
 
Brand loyalty management
Brand loyalty managementBrand loyalty management
Brand loyalty managementKristof De Wulf
 
Applying research to grow your brand
Applying research to grow your brandApplying research to grow your brand
Applying research to grow your brandInterbrand London
 
id195_integrating_social_media_into_the_marketing_mix
id195_integrating_social_media_into_the_marketing_mixid195_integrating_social_media_into_the_marketing_mix
id195_integrating_social_media_into_the_marketing_mixJessica Ruggeri Hogue
 
Building a Business Case for Social Media
Building a Business Case for Social MediaBuilding a Business Case for Social Media
Building a Business Case for Social MediaJbsem
 
Q N Y Marketing
Q N Y  MarketingQ N Y  Marketing
Q N Y Marketingagrinbaum
 
The Power of Branding
The Power of BrandingThe Power of Branding
The Power of BrandingProphet
 
Mediation of brand equity on word of mouth a study with special reference to ...
Mediation of brand equity on word of mouth a study with special reference to ...Mediation of brand equity on word of mouth a study with special reference to ...
Mediation of brand equity on word of mouth a study with special reference to ...Dr. V.K. Hamza
 
How B2B companies talk past their customers
How B2B companies talk past their customersHow B2B companies talk past their customers
How B2B companies talk past their customersAdfactors B2B
 
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Gobind Raj Aulakh
 
Using paid owned and earned media to create strong brands
Using paid owned and earned media to create strong brandsUsing paid owned and earned media to create strong brands
Using paid owned and earned media to create strong brandsMarnixvangisbergen
 
Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Camargue
 
Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Camargue
 
Market probe barcelona presentation
Market probe barcelona presentationMarket probe barcelona presentation
Market probe barcelona presentationMichael Lowenstein
 
The Power of Brand Advocates for B2B
The Power of Brand Advocates for B2BThe Power of Brand Advocates for B2B
The Power of Brand Advocates for B2BZuberance
 
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondMarketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondClearEdge Marketing
 

Similar to How b2b brands talk past their customers (20)

Carreira_Portfolio_11-2016
Carreira_Portfolio_11-2016Carreira_Portfolio_11-2016
Carreira_Portfolio_11-2016
 
B2b branding
B2b brandingB2b branding
B2b branding
 
Monitoring & Measuring Social Media - A Practical Guide
Monitoring & Measuring Social Media - A Practical GuideMonitoring & Measuring Social Media - A Practical Guide
Monitoring & Measuring Social Media - A Practical Guide
 
Brand loyalty management
Brand loyalty managementBrand loyalty management
Brand loyalty management
 
Applying research to grow your brand
Applying research to grow your brandApplying research to grow your brand
Applying research to grow your brand
 
id195_integrating_social_media_into_the_marketing_mix
id195_integrating_social_media_into_the_marketing_mixid195_integrating_social_media_into_the_marketing_mix
id195_integrating_social_media_into_the_marketing_mix
 
Building a Business Case for Social Media
Building a Business Case for Social MediaBuilding a Business Case for Social Media
Building a Business Case for Social Media
 
Q N Y Marketing
Q N Y  MarketingQ N Y  Marketing
Q N Y Marketing
 
The Power of Branding
The Power of BrandingThe Power of Branding
The Power of Branding
 
Mediation of brand equity on word of mouth a study with special reference to ...
Mediation of brand equity on word of mouth a study with special reference to ...Mediation of brand equity on word of mouth a study with special reference to ...
Mediation of brand equity on word of mouth a study with special reference to ...
 
How B2B companies talk past their customers
How B2B companies talk past their customersHow B2B companies talk past their customers
How B2B companies talk past their customers
 
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
 
Using paid owned and earned media to create strong brands
Using paid owned and earned media to create strong brandsUsing paid owned and earned media to create strong brands
Using paid owned and earned media to create strong brands
 
Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010
 
Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010
 
Market probe barcelona presentation
Market probe barcelona presentationMarket probe barcelona presentation
Market probe barcelona presentation
 
The Power of Brand Advocates for B2B
The Power of Brand Advocates for B2BThe Power of Brand Advocates for B2B
The Power of Brand Advocates for B2B
 
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondMarketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
 
Brand Management Unit 3
Brand Management Unit 3Brand Management Unit 3
Brand Management Unit 3
 
21ST CENTURY BRAND MANAGEMENT: GROWTH & PROFITABILITY
21ST CENTURY BRAND MANAGEMENT: GROWTH & PROFITABILITY21ST CENTURY BRAND MANAGEMENT: GROWTH & PROFITABILITY
21ST CENTURY BRAND MANAGEMENT: GROWTH & PROFITABILITY
 

More from McKinsey on Marketing & Sales

McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey on Marketing & Sales
 
McKinsey Survey: Japanese consumer sentiment during the coronavirus crisis
McKinsey Survey: Japanese consumer sentiment during the coronavirus crisisMcKinsey Survey: Japanese consumer sentiment during the coronavirus crisis
McKinsey Survey: Japanese consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Australian consumer sentiment during the coronavirus crisis
McKinsey Survey: Australian consumer sentiment during the coronavirus crisisMcKinsey Survey: Australian consumer sentiment during the coronavirus crisis
McKinsey Survey: Australian consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Indian consumer sentiment during the coronavirus crisis
McKinsey Survey: Indian consumer sentiment during the coronavirus crisisMcKinsey Survey: Indian consumer sentiment during the coronavirus crisis
McKinsey Survey: Indian consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisisMcKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events in Europe are...
McKinsey European consumer sentiment survey: How current events in Europe are...McKinsey European consumer sentiment survey: How current events in Europe are...
McKinsey European consumer sentiment survey: How current events in Europe are...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 

More from McKinsey on Marketing & Sales (20)

McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...
 
McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...
 
McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...
 
McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...
 
McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...
 
McKinsey Survey: Japanese consumer sentiment during the coronavirus crisis
McKinsey Survey: Japanese consumer sentiment during the coronavirus crisisMcKinsey Survey: Japanese consumer sentiment during the coronavirus crisis
McKinsey Survey: Japanese consumer sentiment during the coronavirus crisis
 
McKinsey Survey: Australian consumer sentiment during the coronavirus crisis
McKinsey Survey: Australian consumer sentiment during the coronavirus crisisMcKinsey Survey: Australian consumer sentiment during the coronavirus crisis
McKinsey Survey: Australian consumer sentiment during the coronavirus crisis
 
McKinsey Survey: Indian consumer sentiment during the coronavirus crisis
McKinsey Survey: Indian consumer sentiment during the coronavirus crisisMcKinsey Survey: Indian consumer sentiment during the coronavirus crisis
McKinsey Survey: Indian consumer sentiment during the coronavirus crisis
 
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
 
McKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisisMcKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisis
 
McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...
 
McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...
 
McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...
 
McKinsey European consumer sentiment survey: How current events in Europe are...
McKinsey European consumer sentiment survey: How current events in Europe are...McKinsey European consumer sentiment survey: How current events in Europe are...
McKinsey European consumer sentiment survey: How current events in Europe are...
 
McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...
 
McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 

Recently uploaded

SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 

Recently uploaded (20)

SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 

How b2b brands talk past their customers

  • 1. How B2B brands talk past their customers Any use of this material without specific permission of McKinsey & Company is strictly prohibited New York, 18 March 2014 CFG conference
  • 2. Great strategy, business brands excel in consistency, and delivery
  • 3. SOURCE: Interbrand; team analysis 20%of world's top 100brands have B2B focus + 27% in the last decade 3How B2B companies talk past their customers
  • 4. Strong brands generate impact across B2B stakeholder groups Employees and talent Regulators, suppliers, business partners, etc. Investors and analysts B2B customers End customers SOURCE: Business Branding Initiative "A consistent (positive) and appealing short-hand articulation of what a specific company stands for" §§§ How B2B companies talk past their customers
  • 5. B2B customers across industries recognize that brand influences their decision SOURCE: B2B Branding Survey 1 Quality of customer communication, provision of information, media visibility, etc. 27 27 21 23 25 22 17 21 20 15 13 18 14 US 19 Germany 18 Brand Customer information1 Price Product/services Sales/channel India Influence on purchase decision Percentage 5How B2B companies talk past their customers
  • 6. Strong B2B brands generate higher margins SOURCE: B2B Branding Survey Supplier brands, that respondents in our survey considered to have a "strong" brand image, exhibit a significantly higher EBIT margin EBIT margin, 2011 Percent 6 11 12 13 Strong brands Neutral brands Weak brands +20.7% How B2B companies talk past their customers
  • 7. Strong brands outperform the index in financial markets 7 60 70 80 90 100 110 120 130 140 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Total Return to Shareholders1 Index 1 Portfolio consisting of the 40 top-ranked, listed companies, picked from Interbrand’s "Best Global Brands" report, published each summer since 2000. Stocks in local currency, equally weighted and adjusted every July 1st SOURCE: Datastream; Interbrand, McKinsey analysis Top Brand Portfolio1 MSCI World +31% Top 40-brands portfolio has outperformed bench-marks overall and in 9 of the last 12 years How B2B companies talk past their customers
  • 8. What makes a brand "strong" in the eye of the customer? 8SOURCE: B2B Branding Survey  Acts responsibly across its supply chain  Has a high level of specialist expertise  Fits in well with my values and beliefs  Is a leader in its field  Is a driver of innovation  Role models corporate social responsibility in its work  Provides a broad product portfolio  Promotes and practices sustainability in its products or services  Shapes the direction of the market  Promotes diversity and equal opportunities  Has global reach  Cares about honest and open dialogue with its customers and society  Has low prices GLOBAL Influence on perceived brand strength – the customer's view Correlation ranking (n = 1,408) 2 3 4 5 6 7 8 9 10 11 12 13 Combination of rational "hard facts" AND emotional aspects ??? benefits How B2B companies talk past their customers
  • 9. There appears to be a disconnect between what customers care about and what companies talk about SOURCE: B2B Branding Survey 9  Honest and open dialog  Responsibility across supply chain  High level of specialized expertise  Fits my values and beliefs  Is a leader in its field What B2B customers care about  Corporate social responsibility  Sustainability  Global reach  Shapes the market  Innovation But what are B2B companies talking about? How B2B companies talk past their customers
  • 10. Brand perceptions based on many touchpoints – not just sales reps 10 US India Germany 7 most preferred touchpoints for each step in the decision journey SOURCE: B2B Branding Survey Consideration Evaluation Purchase Loyalty Advocacy 1 Salesreps (Personal) Salesreps (Personal) Salesreps (Personal) Salesreps (Phone) 2 Website Past usage Salesreps (Email) Salesreps (Email) 3 Past usage Press Coverage Website Salesreps (Personal) 4 Recommen- dation (ext.) Distributor Trade Fairs Website 5 Catalog Website Events Events 6 Trade fair External re- commendation Prof. social media Trade fairs 7 Sales reps (phone) Catalog Sales reps (phone) Call Center GLOBAL, ALL INDUSTRIES How B2B companies talk past their customers
  • 11. 6 Steps for the journey 11 Take stock of corporate strategy Map primary stakeholders Determine value proposition and brand architecture Track impact Define touch points that matter Architect activation How B2B companies talk past their customers
  • 12. 12 Agnes Claye Senior Expert NJ Agnes_Claye@mckinsey.com Nils Hoffman Partner New York Nils_Hoffman@mckinsey.com Staying connected McKinsey on Marketing & Sales Read more: How B2B companies talk past their customers