Ep. 91: How to Develop B2B Brand Strategies that “WOW!”

How to Develop B2B Brand Strategies that “WOW!”

To rise above that “sea of sameness”, it is paramount that B2B companies invest in building their brands in a way that differentiates them and positions them strategically against competitors. How should this be done? What approach should companies take?

In this week’s episode, we have a conversation with B2B marketer and brand expert Christian DeGobbi (Marketing Director, Spruce Technology, Inc.) about what it takes to develop an effective B2B brand. During our conversation, Christian talked about why branding is a MUST HAVE for B2B companies, what mistakes to avoid, the importance of conducting the relevant market research, the different parts of a brand strategy, and how to measure the effectiveness of your brand efforts

https://youtu.be/pb7t_0kFAns

Topics discussed in this episode:

• Christian shares his view on why many B2B companies are drowning in the sea of sameness. [4:00]
• Some of the common mistakes that B2B marketers make when it comes to developing an effective B2B brand strategy. [6:50]
• Christian explains the different elements that are needed to develop an effective B2B brand strategy. [18:09]
• Christian’s actionable tips on developing and building a B2B brand [25:43]
• How the results of your branding efforts can be measured. [34:13]

Companies & links mentioned in this episode:

• Christian DeGobbi on LinkedIn
• Spruce Technology, Inc. 
• Soar marketing society 

Click here to access the episode key takeaways.

Transcript

SPEAKERS:

Christian Klepp, Christian DeGobbi

Christian Klepp  00:00

Welcome to B2B Marketers on a Mission, a podcast for B2B marketers that helps you to question the conventional, think differently, disrupt your industry, and take your marketing to new heights. Each week, we talk to B2B marketing experts who share inspirational stories, discuss our thoughts and trending topics, and provide useful marketing tips and recommendations. And now, here’s your host and co-founder of EINBLICK Consulting, Christian Klepp. Welcome, everyone to this episode of the B2B Marketers on a Mission podcast where you get your weekly dose of B2B marketing insights. This is your host Christian Klepp. And today I am joined by someone on a mission to develop B2B brand strategies that Wow. So coming to us from Wayne, New Jersey, Mr. Christian DeGobbi. Welcome to the show.

Christian DeGobbi  00:45

Christian, thank you for having me.

Christian Klepp  00:48

Absolute pleasure, Christian and great name, by the way. (laugh) I’m really looking forward to this conversation because this is a topic that is very close to my heart as well. Anything to do with B2B branding. Alright. Okay, fantastic. So Christian, you’ve been a professional marketer for many years. But for this conversation, let’s focus on a topic that you’re clearly very passionate about. And in fact, I think you’ve even wrote about it on your LinkedIn profile, and it’s developing B2B brand strategies that Wow. So talk to us about why you think that’s so important in B2B and why a brand strategy is a must have and not a nice to have.

Christian DeGobbi  01:28

I think that’s a great way to start. I mean, today, there’s so many, there’s so much noise out there today, amongst B2B brands, whether it be B2B or B2C, technology has just forced us, you know, towards that. There is a, there are a lot of distractions today from, you know, mobile website, social media, everything, and it’s very, it’s a challenge. And it’s a challenge that I like, as a marketer, a B2B brand marketer today, to stand out today, it’s very important to stand out today, to craft your own story, your own niche, your own content, and to really distinguish yourself from other brands. And it really goes outside your industry today to distinguish your brand, not only within your industry, but among