B2BNow - A study on the value of consumer relevance to B2B brands

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B2BNow - A study on the value of consumer relevance to B2B brands

  1. 1. B2B NowA study on the value of consumer relevance to B2B brands #B2BNow @siegelgale
  2. 2.     Siegel+Gale is the simplicity company. 
 
 We define, design and deliver compelling brand experiences that are 
 both unexpectedly fresh and 
 remarkably clear.
 Our promise  
  3. 3. 3 We offer
 •  Research •  Brand strategy •  Brand architecture •  Experience strategy •  Simplification •  Content strategy •  Content development •  Naming •  Visual identity •  Environments •  Global implementation •  Employee engagement •  Digital experiences
  4. 4. + Why we conducted this study + Key takeaways + How we evaluated B2B brands + How B2B brands build consumer relevance + How relevant are you to consumers? B2BNow A study on the value of consumer relevance to B2B brands
  5. 5. ! ! We’re deeply interested in B2B branding and set out to understand the value of consumer relevance to B2B brands Why we conducted our B2BNow study  
  6. 6. “B2B2C” = 892,000! “B2B vs. B2C” = 1,020,000! “B2B vs. B2C trends” = 3,540,000! ! Why we conducted our B2BNow study  
  7. 7. Most B2B companies still debate the business benefit of building a strong brand that everyday consumers can understand and relate to.! Why we conducted our B2BNow study  
  8. 8. Why we conducted our B2BNow study   B2BNow sheds definitive light on the value of building simple B2B brand experiences that can even engage and be relevant to consumers.!
  9. 9. Key takeaways   Business decision-makers are more likely to consider B2B brands that consumers know and feel connected to. Our analysis reveals that the most relevant B2B brands:! 1 Make their impact tangible to consumers! 2 Foster consumer- centric cultures of innovation! 3 Generate demand through cohesive brand experiences! 4 Use simplified design to clarify offerings!
  10. 10. We asked   9,500 Consumers! 450 Business decision makers! To evaluate   64 B2B-focused brands based on two attributes:! Familiarity & Connectedness!
  11. 11. Top attributes associated with brands that connect most   Know me "Understands people’s needs! Be there for me "Reliable! "Trustworthy! "Makes people’s lives easier! Tell it like it is "Communicates clearly  
  12. 12. Drives demand B2B brands that build consumer 10%B2B decision makers are 10% more likely to consider
  13. 13. Boosts the bottom line   In a side-by-side comparison between the 10 most and least connected brands, the Top 10 showed:! 27% More growth in stock value from 2010-2013! 8% Higher ratio of intangible assets to total assets in 2012 31% Greater growth in revenues from 2010-2013
  14. 14. How B2B brands stack up 1. Google 2. Microsoft 3. Intel 4. Bosch 5. Dell Familiarity Connection High Relevancy 6. FedEx 7. 3M 8. Bayer 9. Lenovo 10. GE 11. IBM 12. UPS 13. Xerox 14. Siemens 15. Caterpillar 16. Mitsubishi 17. Cisco Systems How B2B brands stack up  
  15. 15. How B2B brands stack up Familiarity Connection How B2B brands stack up Familiarity Connection
  16. 16. How B2B brands stack up Familiarity Connection Known but not relevant
  17. 17. How B2B brands stack up 1. Glencore Xstrata 2. Continental AG 3. Ingram Micro 4. Cardinal Health 5. Johnson Controls 6. DENSO Corp. 7. SYSCO 8. Munich ReGroup 9. BT 10. Maersk 11. United Tech 12. BNP Paribas 13. Allianz 14. ArcelorMittal 15. Berkshire Hath. 16. China State 17. Royal Dutch 18. AIG 19. Exxon Mobil 20. BHP Billiton 21. China Railway 22. ThyssenKrupp 23. Dow Chemical 24. Lockheed M. 25. Foxconn Tech. 26. JP Morgan 27. PHOENIX Familiarity Connection Not Relevant
  18. 18. How B2B brands build consumer relevance
  19. 19. Make their impact tangible to consumers IBM Highly Relevant Answers call for change with purpose
  20. 20. and capabilities it advances
  21. 21. how it advances industries and humanity
  22. 22. IBM achieves mass market appeal by showcasing technology in action
  23. 23. Connects on a human level and makes it real Make their impact tangible to consumers Cisco Highly Relevant “We can’t just say it provides 322 terabits per second of processing. What we need to say is that 322 terabits per second is enough for every man, woman and child in China to be on a video call at the same time.” -Doug Webster, director, strategic communications, worldwide service provider marketing
  24. 24. Cisco still seeks to prove its relevance and connect with consumers where they are
  25. 25. And contextualize it for consumers in a tangible, relatable way
  26. 26. Fail to make their impact tangible to consumers Huawei Known but not Relevant Questions, not answers, abound
  27. 27. Huawei tried to open up campaign
  28. 28. But messages don’t clarify who the and why it matters
  29. 29. Fail to make their impact tangible to consumers Boeing and Airbus Known but not Relevant Missed connections
  30. 30. on marketing to customers
  31. 31. In the minds of consumers, these
  32. 32. how they’re relevant to consumers
  33. 33. Rather than connecting with consumers,
  34. 34. The result: consumers equate the Terms
  35. 35. Culture of risk-taking and fresh thinking pays off Foster consumer-centric cultures of innovation 3M Highly Relevant
  36. 36. 3M is synonymous with innovation
  37. 37. They sustain innovation by inviting
  38. 38. Consumer experience drives enterprise success Generate demand through cohesive brand experiences Apple Highly Relevant Google
  39. 39. As Google expands content, audiences and offerings, its search bar continues to be a simple entry point for consumers
  40. 40. Work the way you live
  41. 41. Intel Highly Relevant Generate demand through cohesive brand experiences Consumer-friendly messages translate to business
  42. 42. The Intel Inside campaign was a resounding success with consumers
  43. 43. on existing equity
  44. 44. Use simple design to clarify their offerings FedEx Highly Relevant Delivers clarity through color
  45. 45. Consumers explore building blocks of innovation Use simple design to clarify their offerings 3M Highly Relevant
  46. 46. Intuitive tools help consumers explore innovation
  47. 47. How relevant are you to consumers?
  48. 48. #b2bnow
  49. 49. Q+A
  50. 50. @siegelgale #B2BNow Today’s presenters: Brian Rafferty, Global Director, Insights brafferty@siegelgale.com Margaret Molloy, Global CMO mmolloy@siegelgale.com Related links: Download B2BNow http://bit.ly/1k48lih   We offer •  Research •  Brand strategy •  Brand architecture •  Experience strategy •  Simplification •  Content strategy •  Content development •  Naming •  Visual identity •  Environments •  Global implementation •  Employee engagement •  Digital experiences
  51. 51. Contact us #B2BNow 212.453.0400 b2bnow@siegelgale.com Margaret Molloy Siegel+Gale New York, NY 10011

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