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B2B Now A study on the value of consumer relevance to B2B brands #B2BNow @siegelgale
| Date post: | 20-Jan-2015 |
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Business |
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B2BNow
A study on the value of consumer relevance to B2B brands
#B2BNow
@siegelgale
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
We offer
• Research • Brand strategy • Brand architecture • Experience strategy • Simplification • Content strategy • Content development • Naming • Visual identity • Environments • Global implementation • Employee engagement • Digital experiences
+ 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
!!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
“B2B2C” = 892,000!“B2B vs. B2C” = 1,020,000!“B2B vs. B2C trends” = 3,540,000!!
Why we conducted our B2BNow study
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
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.!
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!
We asked 9,500 Consumers!450 Business decision makers!
To evaluate 64 B2B-focused brands based on two attributes:!Familiarity & Connectedness!
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
Drives demand
B2B brands that build consumer YLSL]HUJL�YLHW�ZPNUPÄJHU[�I\ZPULZZ�ILULÄ[Z�
10% B2B decision makers are 10% more likely to consider IYHUKZ�[OH[�JVUZ\TLYZ�RUV^�HUK�MLLS�JVUULJ[LK�[V�
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
How B2B brands stack up
1. Google
2. Microsoft
3. Intel
4. Bosch
5. Dell
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y
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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
How B2B brands stack up
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How B2B brands stack up
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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
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How B2B brands build consumer relevance���4HRL�[OLPY�PTWHJ[�[HUNPISL�[V�JVUZ\TLYZ
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Make their impact tangible to consumers
IBM Highly RelevantAnswers call for change with purpose
0)4�PZ�ZWLJPÄJ�HIV\[�[OL�PUK\Z[YPLZ�and capabilities it advances
(UK�\ZLZ�YLSL]HU[�JHZL�Z[\KPLZ�[V�ZOV^�how it advances industries and humanity
IBM achieves mass market appeal by showcasing technology in action
Connects on a human level and makes it real
Make their impact tangible to consumers
CiscoHighly 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
Cisco still seeks to prove its relevance and connect with consumers where they are
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And contextualize it for consumers in a tangible, relatable way
(JYVZZ�H�]HYPL[`�VM�JOHUULSZ��PUJS\KPUN�ZVJPHS
Fail to make their impact tangible to consumers
Huawei Known but not RelevantQuestions, not answers, abound
Huawei tried to open up ^P[O�H�JVUZ\TLY�MHJPUN�campaign
But messages don’t clarify who the J\Z[VTLY�PZ��^OH[�[OL�IYHUK�VɈLYZ�and why it matters
Fail to make their impact tangible to consumers
Boeing and AirbusKnown but not RelevantMissed connections
)VLPUN�HUK�(PYI\Z�IV[O�MVJ\Z�WYPTHYPS`�on marketing to customers
In the minds of consumers, these IYHUKZ�HYL�VM[LU�KLÄULK�I`�MHPS\YLZ
6Y�I`�NLULYPJ�TLZZHNLZ�[OH[�KVU»[�JSHYPM`�how they’re relevant to consumers
Rather than connecting with consumers, (PYI\Z�MVJ\ZLZ�VU�KLWVZP[PVUPUN�)VLPUN
The result: consumers equate the IYHUKZ�^P[O�LHJO�V[OLY�PUZ[LHK�VM�[OL�]HS\L�[OL`�VMMLY
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Culture of risk-taking and fresh thinking pays off
Foster consumer-centric cultures of innovation
3M Highly Relevant
3M is synonymous with innovation
They sustain innovation by inviting JVUZ\TLYZ�[V�WHY[PJPWH[L�ÄYZ[OHUK
Consumer experience drives enterprise success
Generate demand through cohesive brand experiences
AppleHighly RelevantGoogle
As Google expands content, audiences and offerings, its search bar continues to be a simple entry point for consumers
Work the way you live
IntelHighly Relevant
Generate demand through cohesive brand experiences
Consumer-friendly messages translate to business
The Intel Inside campaign was a resounding success with consumers
¸3VVR�0UZPKL¹�HWWSPLZ�[OL�ZPTWSL�Z[`SL�VM�¸0U[LS�0UZPKL¹�HUK�I\PSKZ�on existing equity
Use simple design to clarify their offerings
FedExHighly RelevantDelivers clarity through color
*VUZPZ[LU[�KLZPNU�JSHYPÄLZ�[OL�IYLHK[O�VM�VMMLYPUNZ�^OPSL�I\PSKPUN�H�JVOLZP]L�^OVSL
Consumers explore building blocks of innovation
Use simple design to clarify their offerings
3MHighly Relevant
Intuitive tools help consumers explore innovation
How relevant are you to consumers?
#b2bnow
Q+A
@siegelgale #B2BNow
Today’s presenters: Brian Rafferty, Global Director, Insights [email protected] Margaret Molloy, Global CMO [email protected] 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
Contact us
Margaret Molloy.SVIHS�*OPLM�4HYRL[PUN�6ɉJLY
Siegel+Gale����(]LU\L�VM�[OL�(TLYPJHZNew York, NY 10011
