Safe, rational and bland are becoming the default.

Safe, rational and bland are becoming the default.

They don’t move the needle for the other 95% who need a slower burn - the ones who need more love and attention long-term, so they eventually choose you. A great place to start with them is awareness; what does your brand do, what makes it stand out in the market, and why should buyers remember you when they’re ready to make a decision?

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• Most buyers aren’t ready to buy today, but they are forming opinions. If you’re not memorable, you’re not even in the running later.
• Rational messaging might check boxes for procurement, but emotional resonance is what builds brand affinity.
  

Safe, rational and bland are becoming the default for many in the B2B space; the old rinse and repeat white papers, webinars and tech specs. And while these have a place in nurturing the 5% of buyers actively considering a purchase, they don’t move the needle for the other 95% who need a slower burn - the ones who need more love and attention long-term, so they eventually choose you. A great place to start with them is awareness; what does your brand do, what makes it stand out in the market, and why should buyers remember you when they’re ready to make a decision?

Way too many B2B brands over-prioritize lead generation at the expense of long-term brand-building. But without a strong brand, your pipeline dries up. And then what?

Example: Salesforce’s “We Bring Companies & Customers Together” campaign was a brand-led initiative that positioned them as more than just a CRM provider. While they still run targeted demand-gen campaigns, their category ownership comes from bold brand messaging.