Posted by TopRank:
Think branding only falls in the B2C court? Think again.
In fact, three of the top 10 brands in 2009, as ranked by Interbrand, generate a sizable amount of revenue from their B2B customers: IBM, Microsoft and GE. As a B2B marketer your brand is your most valuable asset.
B2B branding is less about cool, hip monikers (the Apples and Starbucks of the world) – and more about thought leadership. Particularly in down economies, B2B prospects and customers conduct significant research leading up to purchases. That means you as a marketer have to educate them early on, and establish your brand as a trusted resource that gets their problems and has the solution.