build an authentic brand and reflect it in your marketing This is the fourth of five thoughts addressing B2B branding. Discussions of branding tend to focus on branding for consumers, and the branding of goods rather than services. This series directly addresses marketing to a business market, and gives equal weight to services and goods […]

build an authentic brand and reflect it in your marketing This is the fourth of five thoughts addressing B2B branding. Discussions of branding tend to focus on branding for consumers, and the branding of goods rather than services. This series directly addresses marketing to a business market, and gives equal weight to services and goods A survey reported by BOP found that 80% of B2B purchasers were likely to evaluate solutions from brands they follow on social media. In other words, brands followed on social media are more likely to be considered when making a purchase in the B2B environment. This same report noted that 80% of respondents were more likely to engage with and follow ‘authentic content’. Not only were purchasers weary of ‘fake news’, they were weary of ‘fake values and personality’. Content was only read, and social media followed, where it was seen to be authentic. This…