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B2B branding strategy

Building a Fail-Proof B2B Branding Strategy

According to Infiniti’s industry analysts, businesses with a strong B2B branding strategy tend to outperform their competitors by at least 25 percent.

Why invest in B2B branding?

B2B businesses often underestimate the need for a strong branding strategy and the power of a well-executed branding strategy in business-to-business decision making. Apart from merely being the face of the company, branding for B2B companies also reflect the consistent value system that the brand supports. One of the key challenges in B2B branding, however, is to create a brand beyond the graphic symbols that the existing and potential customers recognize and value.        

How to build and B2B branding strategy?

A branding strategy can essentially make or break a business. While taglines and logos make up only for a small portion of a B2B branding strategy, there are several aspects to consider while building a branding strategy. It should be carefully thought out, well planned, and flawlessly executed. Begin by clearly stating what the company stands for and seeks to achieve and conduct a series of acid tests. This involves the answers to critical questions such as – what are the core values of the company? How does the business wish to position itself in the minds of target customers? Is there consistency of message being followed while communicating with the customers?

Doing so will help B2B companies determine their company’s true position on the B2B branding ladder.

Infiniti’s brand strategy research & brand architecture research helps brands grow and avoid the risk of cross-brand cannibalization and overlapping marketing / product development expenses. Request a free proposal to know more

Steps involved in building a B2B branding strategy

Over the past 16+ years, Infiniti has helped several company effectively build their B2B branding strategy. While our industry experts unanimously agree that the B2B branding strategy for each company is unique, most companies benefit from a structured approach that is rooted in fact and combines brand management with business strategy. Here are some crucial checkpoints en route to achieving this:

Evaluate the corporate strategy

The primary step in creating a B2B branding strategy is draw a clear understanding of what the brand stands for and how they aspire to set themselves apart from their key competitors in the market. While creating a branding strategy, businesses must also evaluate how the brand can help drive their business strategy.

Map primary target group and stakeholders

Mapping the key stakeholders and primary target groups will give companies a greater understanding of what drives their perceptions and decision-making. Identifying their perception of the brand can help companies determine whether they are positioned correctly, or alterations should be made to the brand positioning strategy.  

Define brand USP and brand architecture

Unique selling proposition (USP) of the brand helps them differentiate their key offerings with market competitors. USP and brand architecture should be framed by integrating the needs of various stakeholders of the company. In B2B branding, companies must also determine how central brand positioning plays out in divisions and business units.

Outline touch points for new branding strategy

The final stage of building an effective B2B branding strategy includes defining the touchpoints that are best suited to activate the new brand positioning. Also identify the different touchpoints that can be used to reach different stakeholders.

Need tailored insights to build an effective branding strategy for your business? Get in touch with an industry expert to know more about our company profiling and branding solutions.

How to make your B2B branding strategy stand out?

As industrial markets are evolving more rapidly than ever before due to tougher market competition, new product technologies, and increasing pressure to innovate, there has never been a better time for businesses to invest in B2B branding. Below, experts at Infiniti Research shares their expertise on how to make your B2B branding unique.

Research-based brand positioning

Positioning of the industrial brand is one of the most crucial aspects to creating a B2B branding strategy that stands out and becomes valued by the customers. The key to achieving this is through market research. Comprehensively studying industrial markets and target customers will reveal opportunities for differentiation. Also, promoting an image of authenticity and reliability of the brand are two aspects that will help companies create a stronger foothold in the market and the minds of their target customers.

Review brand identity

The power of a good brand identity and what it can do for a business cannot be overlooked. Brand identity conveys to the customer how your brand is different from the others in the market. To build a compelling and effective, companies must build their marketing strategy to support and promote their brand message and values.

Brand content development and promotion

Compelling, engaging, and relevant content are integral to industrial branding or B2B branding. Companies can present unique insights to their target audience to communicate a hard-hitting and meaningful.

Promote superior customer experience

A B2B branding strategy must essentially be aligned to their customers’ needs and expectations. To start off, ensure that the brand message is consistent across every customer touchpoint. Doing so would eventually promote reliability of the brand in the mind of the customers. Also ensure that the brand’s positioning is familiar to every stakeholder of the organization.

Building an effective B2B branding strategy is not the sole means to business success. However, it is a crucial element of success for businesses. If companies get their B2B marketing strategy right, the higher are the chances of all their other marketing efforts to fall into place. A strong B2B brand identity is also meaningful way to differentiate from the crowd and create a unique position for the company in the market and in the minds of their target audience, and thereby improve the overall brand health.

Want to know more about Infiniti’s company profiling and banding strategies for business?  

B2B E-Commerce Company Increases Sales Conversion Ratio using Market Intelligence Solution

B2B ecommerce

LONDON: Infiniti Research, a global market intelligence solutions provider, has announced the completion of their latest market intelligence solution for a B2B ecommerce company. The B2B ecommerce industry has been evolving rapidly due to the impact of online ecosystem and the constantly changing nature of buyers. The B2B ecommerce industry involves buying and selling of goods and services between companies via an online platform. Increasing internet and smartphone usage are key drivers for the growth in B2B ecommerce industry. Also, the emergence of cloud computing has positively impacted market growth as it offers the required operational agility and scalability for B2B integration.

“With the help of market intelligence solutions, businesses enhance their operational efficiency by identifying gaps in processes, devising strategies to minimize risks, and providing real-time updates. It also helps drive reliability, consistency, and responsiveness across business operations. “says an expert at Infiniti Research.

Request a proposal today!

The solution offered helped the B2B ecommerce company visualize the potential non-customers at a granular level to identify areas with higher potential for proper resource allocation. The solution also helped the client customer segments that have the highest potential and targeted the potential non-customers with products already identified from the product mix clustering.

Additional Benefits of the Market Intelligence Solution

  • Obtain a mix of existing and potential customers to identify and target the segments that would be the most profitable
  • Enhance sales conversion ratio
  • To know more, request a proposal 

To know more about how our market intelligence solution helped the B2B ecommerce company

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B2b E-commerce Trends That You Need to Take Inspiration From

B2B companies have historically approached the e-commerce market with skepticism. The main reason for this being the complex nature of B2B products when compared to their B2C counterparts. B2B ecommerce trends and technology have evolved at a rapid rate over the last few years to support any product or solution, no matter the complexity. The development and availability of mature technology coupled with the growth of B2B customers’ expectations have forced B2B companies out of their comfort zone and into a realm of automation, cost reductions, and omnichannel sales. By 2021, the ecommerce business in the U.S. is expected to hit $1.2 trillion; hence, industry experts feel that it’s vital for business to business ecommerce companies to accelerate their moves toward digital transformation. Here are 5 business to business ecommerce trends that you need to kRequest Free Proposalnow about:

Consumer-like buying experience

B2B buyers are also consumers and increasingly expect a consumer-like e-commerce buying experience, even for more complex products, digital goods, and subscription-based products. All the vital information including pricing, specifications, availability—that buyers need to make highly informed choices and decisions—are at their fingertips. They want to do most of the research on their own online and are demanding to be able to place orders or configure an order and request a quote—from any device: PC, tablet, or smartphone.

Increased personalization

B2B customers expect products and solutions to be configured to meet precise business needs, contract pricing presented on the e-commerce experience, automated presentation of the right components and replacement parts based on previously purchased solutions. Companies are starting to use machine learning capabilities in the cloud to deliver smart B2B personalization, turning data into insights that drive the best outcomes, even for very complex situations.

Seamless online-offline integration

Purchasing in B2B ecommerce involves multiple stakeholders and sales reps who are integral in ensuring that every decision maker is on board with the purchasing decision. All the interactions, inquiries, and purchases made on the online platform need to be transferred seamlessly to the sales team, so they can continue the conversations, address objections, and offer the valuable human connection that builds loyalty and relationship.

Real-time pricing and inventory update

Imagine a situation where a customer goes through all the hoops to make a purchase, but a few days after placing the order gets informed that the product is unavailable. There is nothing that leads to more customer dissatisfaction than a situation like this. To avoid such unnecessary situations, merchants are using dynamic pricing and real-time inventory update on their ecommerce platforms to enhance customer experience.

Video marketing

In the increasingly competitive business to business marketplace, inbound marketing and content marketing have become highly important for attracting, converting and retaining customers. Today, video content is gaining more prominence as a B2B content marketing strategy among customers.


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