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B2BNow - A study on the value of consumer relevance to B2B brands
1. B2B
NowA study on the value of consumer relevance to B2B brands
#B2BNow
@siegelgale
2.
Siegel+Gale is the simplicity
company.
We define, design and deliver compelling
brand experiences that are
both unexpectedly fresh and
remarkably clear.
Our promise
3. 3
We offer
• Research
• Brand strategy
• Brand architecture
• Experience strategy
• Simplification
• Content strategy
• Content development
• Naming
• Visual identity
• Environments
• Global implementation
• Employee engagement
• Digital experiences
4. + Why we conducted this study
+ Key takeaways
+ How we evaluated B2B brands
+ How B2B brands build consumer relevance
+ How relevant are you to consumers?
B2BNow
A study on the value of consumer relevance to B2B brands
5. !
!
We’re deeply interested in B2B
branding and set out to understand
the value of consumer relevance to
B2B brands
Why we conducted our B2BNow
study
6. “B2B2C” = 892,000!
“B2B vs. B2C” = 1,020,000!
“B2B vs. B2C trends” = 3,540,000!
!
Why we conducted our B2BNow
study
7. Most B2B companies still debate
the business benefit of building a
strong brand that everyday
consumers can understand and
relate to.!
Why we conducted our B2BNow
study
8. Why we conducted our B2BNow
study
B2BNow sheds definitive light on
the value of building simple B2B
brand experiences that can even
engage and be relevant to
consumers.!
9. Key takeaways
Business decision-makers are more likely to consider B2B
brands that consumers know and feel connected to. Our
analysis reveals that the most relevant B2B brands:!
1
Make their impact
tangible to
consumers!
2
Foster consumer-
centric cultures of
innovation!
3
Generate demand
through cohesive
brand experiences!
4
Use simplified
design to clarify
offerings!
10. We asked
9,500 Consumers!
450 Business decision makers!
To evaluate
64 B2B-focused brands based on two attributes:!
Familiarity & Connectedness!
11. Top attributes associated with
brands that connect most
Know me
"Understands people’s needs!
Be there for me
"Reliable!
"Trustworthy!
"Makes people’s lives easier!
Tell it like it is
"Communicates clearly
12. Drives demand
B2B brands that build consumer
10%B2B decision makers are 10% more likely to consider
13. Boosts the bottom line
In a side-by-side comparison between the 10 most
and least connected brands, the Top 10 showed:!
27%
More growth in stock
value from 2010-2013!
8%
Higher ratio of intangible
assets to total assets in
2012
31%
Greater growth in
revenues from 2010-2013
14. How B2B brands stack up
1. Google
2. Microsoft
3. Intel
4. Bosch
5. Dell
Familiarity
Connection
High Relevancy
6. FedEx
7. 3M
8. Bayer
9. Lenovo
10. GE
11. IBM
12. UPS
13. Xerox
14. Siemens
15. Caterpillar
16. Mitsubishi
17. Cisco Systems
How B2B brands stack up
15. How B2B brands stack up
Familiarity
Connection
How B2B brands stack up
Familiarity
Connection
16. How B2B brands stack up
Familiarity
Connection
Known but not relevant
17. How B2B brands stack up
1. Glencore Xstrata
2. Continental AG
3. Ingram Micro
4. Cardinal Health
5. Johnson Controls
6. DENSO Corp.
7. SYSCO
8. Munich ReGroup
9. BT
10. Maersk
11. United Tech
12. BNP Paribas
13. Allianz
14. ArcelorMittal
15. Berkshire Hath.
16. China State
17. Royal Dutch
18. AIG
19. Exxon Mobil
20. BHP Billiton
21. China Railway
22. ThyssenKrupp
23. Dow Chemical
24. Lockheed M.
25. Foxconn Tech.
26. JP Morgan
27. PHOENIX
Familiarity
Connection
Not Relevant
23. Connects on a human level and makes it real
Make their impact tangible to consumers
Cisco
Highly Relevant
“We can’t just say it provides 322 terabits per
second of processing. What we need to say is
that 322 terabits per second is enough for every
man, woman and child in China to be on a video
call at the same time.”
-Doug Webster, director, strategic communications, worldwide service provider marketing
24. Cisco still seeks to prove its relevance and
connect with consumers where they are
