Brand differentiation is an important part of B2B buying
We spoke to some local B2B organizations and they concur that the prolonged sales cycle is also seen in Malaysia. Clients are researching more, listening to trusted sources and requesting for more case studies, and often all of this online, before committing to purchase. Brands would do well to provide the right information at the right time to these potential clients, and incorporate B2B online marketing as their prospects are doing the same.
As a result of the perceived weakness of the marketing mix and the longer sales cycles, branding has come to take a paramount position for B2B marketers. 79% say that differentiating on brand is a priority for their company.
The myth that B2B brands do not need brand differentiation has been truly shattered. Companies need only look to the best global brands or the top 100 global brands rankings to see proof that B2B companies like Google, IBM, Intel, Microsoft, Accenture and FedEx are taking brand differentiation and their brand value seriously. When potential clients are researching more and evaluating longer, B2B brands need to show where and how they are able to better meet the potential client’s needs and use B2B online marketing as a lead generation and nurturing tool.
Marketers need to incorporate targeting and segmenting in their B2B online marketing efforts. Know your target market well. Consider having different marketing activities for different stakeholders. This will result in a more tailored approach that meets the needs of each key decision maker group in your buying process.