#8. B2B branding: how it’s different, and what you can do to be #1 in your B2B market

Season 1: ‘The Branding Series’ / Episode # 8

‘B2B Branding’ is a bit different from Consumer Branding. Branding Experts And Top Entrepreneurs Reveal What It Takes To Get It Right, Why It’s So Important, And Whether It’s Harder Or Easier Than B2C Marketing.

Guest Bios:

Neil Luo (https://www.linkedin.com/in/neil-luo/)is the Global Head of Growth at Airwallex (https://www.airwallex.com ), a $1 BILLION fintech start up.

Dr Rob Newman (https://www.linkedin.com/in/rob-newman-007757/) is CEO of ASX 200 online mapping technology provider, Nearmap. (https://nearmap.com.au).

Victoria Coster (https://www.linkedin.com/in/creditfixsolutionscreditrepair/) is a Telstra Business Person of the Year finalist 2019, & founder of Credit Fix Solutions (https://creditfixsolutions.com.au)

Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert & director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)

What to listen out for:

2.00 The story of IDA Ireland ‘Right Place, Right Time’ B2B branding campaign

8.29 The importance of emotion in B2B marketing

9.20 The example of Xero, ‘beautiful business’.

12.23 How to segment the SME market when you’re selling B2B

13.26 The ‘trust barrier’ is actually higher for B2B than for B2C

21.31 What is ‘insight generation’

23.48 The role of courage in effective B2B branding

26.39 Recurring segment – NERD SUPER POWER

29.56 The long-term value of networking for B2B brands

34.59 Recurring segment – NERD UNDER PRESSURE

Resources & links:

  1. IDA Ireland campaign https://wearesculpt.com/blog/b2b-social-media-campaigns/
  2. ‘Cross the Chasm’ by Geoffrey Moore. https://en.wikipedia.org/wiki/Crossing_the_Chasm


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