1. B2B BRANDING
Presented By
Abhijat Dhawal
Abhishek Gupta
Aniket Vaidya
Anirud Prasad
Kawal

2. B2B Marketing
For B2B Marketers, organization biggest obstacles are usually
complexity and fear of failure. Company need to be willing to
fail, and the cultures of most organizations don’t authentically
support failure as part of risk-taking.
http://hroldassociates.wix.com/oldassociates#!contact/c1d94

3. The digital marketing world with social media, big data and
mobile has created a more complex environment for marketers
and their approach in attracting, engaging and converting
prospects to customers. What are some of the B2B marketing
strategies you’ve had the most success with in 2012?

4. When the environment becomes more complex, the best
strategy is to be more simple. Find interesting stories to tell –
look to your customers or challenges in your industry. Don’t
worry so much about talking about your products. Build an
audience first with compelling stories.

5. Developing a solid B2B marketing plan takes research, and
understanding of the customer goals, pain points and journey.
What are some of the most common myths or mistakes you’ve
seen with B2B marketing planning?

6. While it’s helpful to read about industry trends, it can’t replace
ground truth. Make sure to visit often with the sales team and
your customers to understand what type of content is most
relevant and valuable.

7. With all the hype in the business marketing media, it’s tempting
for companies to chase trending B2B marketing tactics like
social media and content marketing. How do you decide what
the right B2B marketing tactical mix is for your business?

8. Speaking in person with the intended audience. Be sure to talk
to prospective customers who are not reading your blogs, etc.
and find out what they are reading, and why your content isn’t
connecting with them. Then experiment. Trial and error is key to
determining the best tactical mix.

9. There are plenty of shiny objects to distract modern B2B
marketers, how do you stay focused on what works? What do
you do to stay on top of trends without wasting time and
money?

10. Discern which shiny object is worth pursuit,
and aligns with your key priorities. One goal
that our team focused on was the BtoB
Magazine awards because we felt it was a
respected measure of success. As long as you
start goals first and let them be the guide for
your activities, chasing one or two shiny
objects can help your team receive recognition
and budget. Then, they are no longer a
distraction, but serve your purpose.

11. CISCO-An Introduction
• CISCO is in the business of networking equipment.
• Derived from San Francisco, the city from where it originated.
• One of the first companies to sell commercially successful
routers supporting multiple network protocols.
• One of it’s products “Cisco 2500” managed to stay in business
for than 2 decades.

12. Introduction(Contd.)
• By March 2000, it became one of the most valuable companies
of the world having a market cap of more than $500 billion.
• By late 2004, the company started moving to high end
hardware and software architecture.
• India is one of the company’s largest overseas market and
production centre.
• One of the first companies to develop Ethernet.

13. Key customers of Cisco
• Corporate - Ford India, Dr. Reddy's Laboratories, Tata Group, Mahindra & Mahindra, Larsen
& Toubro, Gas Authority of India, Indian Oil Corporation, Le Royal Meridien, Taj Group of
Hotels and Hindustan Lever
• Service Providers - Tata, Reliance, Bharti, VSNL, BSNL, MTNL, SIFY and IDEA Cellular
• Banking and Financial Services - HDFC Bank, State Bank of India, Punjab National Bank,
United India Insurance Corporation, New India Assurance, National Insurance Corporation,
Life Insurance Corporation, Bank of Baroda, Bank of India, IDBI Bank, ICICI, IDRBT, Vysya
Bank and Yes Bank.
• Government - State Governments of Gujarat, West Bengal and Andhra Pradesh, Lok Sabha
(Parliament) Library, Supreme Court, National Highway Authority, CDAC and APDRP
(Accelerated Power Development and Reform Programme)
• IT Services - Infosys, Wipro, Digital GlobalSoft, IBM, Adobe, Intel, Cognizant Technologies,
Tata Consultancy Services, Texas Instruments, Tesco, Unisys, US Technologies, Mahindra,
First India Insurance, Symphony Technology, Thomson Reuters and HCL

14. B2B Branding
• Currently, Cisco serves customers in three target markets: enterprise, service
providers, and commercial sector.
• Cisco not only makes hardware that allows B2B to work (routers, switches, and
the like) but also serves as a model of how companies can best exploit the
Internet.
• Cisco customers can visit its web site to check out product specs and make their
orders.
• The information is then routed on the Internet through Cisco to its suppliers. A
full 65 percent of the orders move directly from the supplier to the customer.
Cisco never touches them.
• The products are built only after they are ordered, so little, if any, inventory is
kept in warehouses.

15. B2B Branding
• Cisco handles business-to-business electronic commerce by
providing applications for their consumers. Their applications
"allow companies to sell products and services and manage
customer and partner relationships over the Internet"
(Cisco, 2001a, Solutions).
• Involves in the process of EDI (Electronic Data
Interchange), cuts down intermediaries thus maximising
profits.

16. • CISCO acts as a Supplier and a customer in their relationship
with Spirent communications.
• In 2000, Cisco teamed up with GTE, Whirlpool, and Sun
Microsystems to develop the "home gateway", a device that
will tie together PC's in a network.
• They define their target markets as companies with a need of
data network of their own as well as connectivity to the
internet.

17. B2B vs B2C Branding
B2B Branding
B2C Branding
Aimed at intermediate value provider
Aimed at the end-user
Two way relationship
Transaction or one-way relationship
Small number of customers
Large number of customers
Buyers reached through specialized media
Buyers reached through mass media
Multi-step buying cycles
Short sales cycles
Relatively complex product offering
Relatively simple product offering
Never on impulse
Purchase can be on impulse
Marketing about educating
Marketing about convincing

18. How People Have thought of Cisco
The Internet Router Networking IT

19. How Cisco has thought of Cisco
Work
Live
Play
Learn
Changing the Way we work, live, Play and
Learn

20. Network

21. Cisco= Bringing people together
It is not just about being

22. Problems in B2B branding
•
•
•
•
•
•
Lack of academic research
Perception of branding by B2B buyers
Impracticality of B2B Branding
Financial problems
Buyers are profit motivated and budget constrained unlike B2C
Brand building process is complex

23. Recent Trends in B2B Marketing
Nature of Business buyers on the basis of
branding
[VALUE]%
[VALUE]%
1. Highly Tangible Buyers:
• Perceived price and product information
– most important
• Perceive themselves as more
knowledgeable
• Focus on relationship and hence more
likely to rank their suppliers
37%
2. Branding Receptive Buyers:
• Branding elements – most important
Highly Tangible buyers
Low Interest group
Branding Receptive
3. Low interest Groups:
• None of the attributes are important

26. Expand lead generation activity through social media
marketing
Define / focus corporate social media efforts
Develop clear business processes to utilize social media
marketing
Secondary Strategy
Support customer service with a social platform
Primary Strategy
Capture insights into market sentiment regarding products
and/or services
0%
10%
20%
30%
40%
50%
60%
70%

27. 58m
visits to
Cisco.com in Q1
25m
organic search
referrals
915k
5.5m
social reach
3.6m
886k
447k
mobile web
visitors
customer app
Downloads
social media
mentions
social referrers
to Cisco.com
paid search
click-throughs
145%
Cisco.com
238%
451k
118%
15%
Social Reach
Mobile Phones
Mobile Apps

28. Intelligence
•
Leverage listening to
understand your social
audience
•
Study your competition
•
Make data-driven decisions
•
Automate processes &
workflows
Engagement
Measurement
Advocacy
•
Integrate social into the
brand experience
•
Benchmark and track
progress
•
Build long-lasting
relationships to create loyalty
•
Collaborate globally
•
•
•
Lead with compelling content
and conversations
Automate integrated
dashboards
Use loyalty as the foundation
to drive advocacy
•
Celebrate success
•
Provide triggers to continue
journey
Enablement:
Global Strategy, Consulting & Training
Governance | Training & Certification | Strategy & Consultation | Social Ambassadors

29. Enablement

30. Online Community to Share Information and Scale
Best Practices
• Community-driven content
• Activity calendar
• Discussions, blogs
• Social networking

31. Intelligence

32. Identify
Emerging Themes
Capture Industry
Trends
Find Fans
and Advocates
Competitive Insights
Uncover
Influencers
Benefits
of
Listening
Discover Product
Issues
Crisis / Risk
Management
Product
Development Feedback
Message Penetration
Sales Leads

33. 1) WW Technical Services Discovers Two P1 Issues and BU
Resolves
• P1 issues discovered via Radian6 alerts.
• One customer reports total of 17 bugs with Cisco Nexus products through
various TAC cases.
• BU fully engaged and fixes all the reported issues.
• Customer pleased with the technical support provided.
3) Tandberg Addresses Customer Concerns Over Acquisition and
Calm Fears
• Customers publicly voice their concerns about the acquisition on Tandberg’s
Facebook page.
• Tandberg team actively monitoring and responds via their Facebook wall and
contacts appropriate sales rep to let them know the customer needs more
reassurance.
• Team calm fears and avoids any further public escalation of concerns on
Facebook.
• The loudest customer has since removed his negative comments from the
Facebook wall.
2) Small Business Uncovers Product Issue and Restores Faith of
Partner
• Cisco Partner expresses lack of faith in UC560.
• SMB actively listening, reach out and uncover product issue.
• Product team react quickly, faulty units sent directly to engineers for examination in
order to prevent repeat issues.
• Partner appreciates prompt response and resolution.
4) Cisco Data Center Enters a New Market with Unified Computing
(UCS)
• First step to entering new terrain is listening and learning to what’s being said in
the marketplace.
• Active listening and strong feedback loops ensure Cisco’s language accurately
reflects the external realities of customer conversations.
• Earns legitimacy by coauthoring content with established thought leaders inside
the community.
• DC team amplifies customer enthusiasts and preempts detractors to improve
receptivity to their insights.

34. Monitor global conversations and
geographical activity
Identify trending topics or
emerging themes
Monitor influencers and
sentiment of their posts
Monitor sentiment and spikes
or viral stories
Monitor shifts in share of voice and
product focused activity
v
EBC Social Media Listening Center
SocialMiner: Monitor event
attendees, engage, and performance of
social media staff

35. • Cisco teams respond to
tweets where we can offer
help or that might be a
sales lead
Example:
• An Executive at a NY
company tweeted that
they were having trouble
with their TelePresence.
• Someone from Cisco
TelePresence replied
(within an hour)

36. Cisco you suck - I have to register & then click bloody
download and accept about a thousand times just to
get updated firmware. #wtf #fail
@henaredegan sorry to hear about the downloads
issues. We created a page for easier firmware
downloads, hope this helps! http://bit.ly/3Y1O8
@CiscoSmallBiz Nice! I really like the “Download and Accept
License” all in one click – good stuff

37. Sales and Lead Opportunities

38. London 2012 Olympics & Paralympics
Social Media Listening Center
Listening

Talking
Energizing
Ambush
Marketing

Crisis Management
Supporting
Embracing
1
2

Sentiment Monitoring
3

39. Engagement

40. Content
Conversations
Integration
Engagement Triggers

41. “Worklife Cloud” is a customized
“Economics in the Cloud” is an Infographic
The Multiple Devices reveal event is the first-
visualization of everyday CIO/CTO cloud
aligned with the IBSG “World of Many
ever pinned video on the brand Twitter page
usage
Clouds” POV launch
• With additional amplification
planned, expected traffic to increase 4X
• Top traffic sources include the Cisco Germany
• Average time on page: 9 minutes
• Top traffic sources:
Facebook, Weibo.com, Twitter, and
blogs.cisco.com
• Top traffic countries: US, China and Mexico
blog and the Cisco LATAM blog
• Top countries include Brazil, UK, India and
Germany, all part of the G6
• Number of views significantly surpassing nonsocially activated videos
• Generated 270 likes and nearly 50 retweets
across Facebook and Twitter
• Over 200 tweets containing the
#CiscoYourWay hashtag

42. Cisco.com and Social Media
Seamless Integration
Cisco-Owned Social Properties
Social Media Components
Cisco.com
Social Hub
Social
Login

43. Measurement

44. •
Video to pique interest in demo
•
Demo served as a catalyst to begin in-depth
technical conversations that influenced over $80M
in ASR 9000 sales
•
Video views tied directly to purhcase, not just
awareness
•
Ad Impressions (Awareness)
Video Views (Consideration)
Awards
– Winner Best Use of Viral Video – B2B
Magazine, 2011
Demos
(Response)
Result
(Purchase)
– Winner People's Choice Award – B2B
Magazine, 2011
210 qualified leads
$80M+ influenced sales

45. • http://news.techeye.net/science/researchers-turn-led-displays-into-li-fi-wireless
• http://www.extremetech.com/computing/137405-optical-lifi-could-alleviate-spectrum-woeshit-1gbps-wireless-speeds
• http://www.toprankblog.com/2012/09/b2b-marketing-innovation-tim-washer/
• http://www.marketingprofs.com/events/b2b2013/conference

46. Thank You!