Brand + Engagement = Growth

brand engagement (Click here to expand)

One key to growing a B2B business is having a strong brand that fosters engagement with buyers and end users. But in the end, marketing’s goals are to generate demand and activate sales, and so the most successful brand engagement is that which can be translated into viable leads that result in pipeline (and eventually bottom line) growth.

So what leads to this type of brand engagement success? Let’s take a look.

Research remains key

Earlier this week, we wrote about the need for robust research in a brand refresh. The importance of research does not end there. Successful brand engagement requires that you connect the dots between your research and the execution of your marketing and branding efforts. It also requires that you build campaigns that satisfy the needs and pique the interest of your audience.

For example, your surveys may find that people in your audience aren’t looking for the most cutting-edge technology. Instead, they would prefer to work with a brand that can cut through the tech lingo to help them make decisions and find the simplest tools to get their jobs done.

In such a case, a company looking to create engaging content would work to position their brand as one that helps people navigate the complex world of technology, making decisions simple and clear. Collateral might include white papers that act as guides to new technologies. These white papers, if well-crafted, would have enormous potential to drive engagement because they address a real need.

Compelling content generates leads

In inbound marketing, engaging content can generate leads directly, as when gated content is used to encourage prospects to opt-in to future marketing messages. Then, further nurturing is necessary to build a relationship with these leads and guide them through the buyer’s journey. But your content has to be highly valuable for your visitors to consider handing over their contact information in exchange for the download.

With that in mind, continue to produce content that your customers are actually interested in, and addresses their pain points. Building a brand is just a starting point; once you’ve done that you have to continually educate your audience, particularly in B2B industries. Prepare a content marketing strategy that emphasizes the importance of multiple touchpoints, and provides ways for your brand to engage with your audience across platforms.

Remember, the engaging educational content of inbound marketing is best paired with the personal engagement provided by a great sales team. Practice marketing-sales alignment to allow both departments to optimize their processes and build relationships with your target market.

To read more of our thoughts on marketing, explore the Movéo white paper library.

View white papers

Comments are closed.