Welcome back to Marketing Smarts! From brand-building and marketing veterans Anne Candido and April Martini (that’s us) comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. We deep-dive into topics most would gloss-over, infusing real-world examples from our combined 35+ years of corporate and agency experience. We tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.

In this episode, we’re talking the importance of brand in the B2B space with Dave Necessary. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – follow and leave a 5-star review if you’re exercising your Marketing Smarts!

• Episode Summary & Player
• Show Notes
• Marketing Smarts Summary
• Transcript

Marketing Smarts: Classics: The Importance of Brand in the B2B Space with Dave Necessary

More often than not, brand identity in the B2B space is overlooked and the lack of attention and action is a huge miss. We are NOT suggesting you stop everything to build your brand. Whether you need to take a look at the 3 foundational questions to set your brand up for success and build alongside what you are already doing, or are just getting started, join us and special guest Dave Necessary of Gardner Business Media and gain insight to how you can improve your brand presence in the B2B space. This episode covers everything from brand-building to the dynamic of B2B. Here’s a small sample of what you will hear in this episode:

• How important is brand in the B2B space?
• Do you need to start over if you didn’t start with brand?
• What’s an example of brand-building working in the B2B space?
• How do you sell the idea of “brand” in your organization when it is an unpopular topic?
• Does brand build credibility?
• How do you differentiate your brand?
• What does the sales process have to do with branding?
• Can you build long-term relationships through branding?

And as always, if you need help in building your Marketing Smarts, don’t hesitate to reach out to us at: ForthRight-People.com.

Check out the episode, show notes, and transcript below:

Show Notes

• Classics: The Importance of Brand in the B2B Space with Dave Necessary
  • [0:00] Welcome to Marketing Smarts
  • [0:30] Anne Candido, April Martini
  • [0:58] How important is brand in the B2B space?
  • [1:30] Learn more about Dave on LinkedIn and GardnerWeb.com
  • [1:42] “4 Tips for Utilizing Brand to Differentiate in a Crowded Space“
  • [4:45] Brand builds credibility and recognition
  • [5:51] “4 Reasons to Start with a Brand Story“
  • [7:54] B2B (Business-to-Business), Pandemic
  • [12:19] Influencers
  • [14:58] Successful marketing needs a strong brand to differentiate
  • [21:16] The sales process starts with a search for brand
  • [23:31] SEO (Search Engine Optimization), SEM (Search Engine Marketing)
  • [27:45] Tone of Voice (TOV)
  • [29:04] Google
  • [30:34] Networking
  • [33:37] Brand helps you build long-term relationships that continue to pay dividends
  • [40:58] Recap: How important is brand in the B2B space?
  • [41:37] Do you want to stand out in your industry and get more sales? Show you’re different to attract and retain top talent? Build a brand that drives real business results? Grab your Brand Strategy Workbook at: https://forthright-people.com/brand-strategy
  • “In the Trenches”
  • [42:26] Brand is great and all, but we didn’t start there. Do we need to start over?
  • [52:22] Can you give an example of when this worked from your experience?
  • [55:35] Technology (Tech)
  • [57:48] B2C (Business-to-Consumer)
  • [1:00:14] How do I sell the idea of “brand” in my organization when it is an unpopular topic?
  • [1:04:56] Data Privacy
  • Marketing Smarts Moments
  • [1:07:10] Learn more about Dave on LinkedIn and GardnerWeb.com
  • [1:09:01] Recap: How important is brand in the B2B space?
  • [1:09:38] Make sure to follow Marketing Smarts on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
  • [1:09:45] Learn more at ForthRight-People.com and connect with us on Facebook, Instagram, and LinkedIn
  • [1:09:55] Sign up to view all the ForthRight worksheets & tips for FREE!
  • [1:10:02] Shop our Virtual Consultancy

What is Marketing Smarts?

From brand-building and marketing veterans Anne Candido and April Martini comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. They deep-dive into topics most would gloss-over, infusing real-world examples from their combined 35+ years of corporate and agency experience. They tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.

How do I exercise my Marketing Smarts?

Thanks for listening to Marketing Smarts. Get in touch here to become a savvier marketer. 

Transcript