Why Brand Building Is More Important Than Ever

Whatever the platform or method—from SEO to Paid Media—brand building has emerged as a game-changing priority as AI permeates the internet. Recent research from Dentsu Creative , encompassing data from 14,000 B2B buyers over four years, highlights a seismic shift: brand awareness is no longer a secondary concern—it’s now the cornerstone of effective marketing strategies. Here’s why this matters more than ever.

Brand Takes Centre Stage

Once a stronghold of lead generation, B2B marketing is witnessing a “Flippening.” In 2021, demand generation ranked as the third most critical strategic factor but has since plummeted to seventh place. Meanwhile, top-of-funnel efforts like raising brand awareness have surged to the top. This shift reflects a growing recognition that strong brands deliver long-term value by building trust and credibility before prospects enter the decision-making stage.

Bridging the Gap Between Marketers and Buyers

While marketers increasingly emphasise brand identity, buyers often perceive a lack of differentiation:

• 71% of marketers believe they communicate a strong and unique brand position. Yet, 68% of buyers feel that most brands sound and act alike, up 8% from 2021. To resonate, brands must focus on authentic and distinctive messaging.
• Buyers now rank thought leadership as the third most important decision driver, a meteoric rise from 20th place last year. Despite this, only 26% of brands are rated highly in this area, a stagnant figure since 2022. Brands that prioritize insightful and forward-thinking content can seize this untapped opportunity.
• Buyers increasingly view a strong employer reputation as a proxy for trustworthiness. This factor has climbed to second place among decision drivers, underscoring the need for brands to highlight their internal culture and values.

The Role of Brand Experience

Brand experience has become a decisive factor in accelerating purchase decisions. A “blended” approach, combining digital tools with personal interactions, helps brands stand out. Research reveals that such hybrid strategies can shave up to 16 weeks off decision timelines, making them a powerful tool for overcoming buyer inertia.

Personalisation has also taken centre stage. For the first time, personal decision drivers outweigh professional ones. Buyers expect tailored solutions that address their unique challenges. Yet, only 39% of buyers report high satisfaction with the personalisation they receive, a decline from 43% in 2022. Bridging this gap is critical for brands aiming to build lasting relationships.

Key Takeaways for Marketers

1. Invest in Branding Building: Performance marketing alone won’t suffice. Shift resources toward brand-building efforts that create a lasting impression.
2. Differentiate Your Messaging: Break free from generic communications by crafting a unique voice and clear value proposition.
3. Lead Through Thought Leadership: Establish yourself as a trusted authority with original insights and valuable content.
4. Focus on Personalisation: Leverage advanced tools and data to deliver customised experiences that meet buyer expectations.
5. Highlight Trust and Culture: Showcase your employer's brand and values to build credibility and trust with your audience.

Looking Ahead

As B2B marketing evolves, the importance of brand cannot be overstated. Winning strategies will prioritize distinctiveness, trust, and tailored experiences. Marketers who adapt to these demands will not only shorten sales cycles but also forge stronger connections with their audiences.

What’s your take on these findings? How are you adapting your strategy to the rising importance of brand in B2B marketing? Let’s start a conversation in the comments.

References / Further Reading -

https://www.marketingweek.com/tag/state-of-b2b-2024/

https://www.marketingweek.com/priority-rise-lead-gen-b2b/

https://mediacatmagazine.co.uk/dentsu-study-reveals-b2b-buyer-behaviour-in-2024/

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