B2B BRAND - THE MARKETING SUPPLEMENT

 
B2B BRAND - THE MARKETING SUPPLEMENT
THE MARKETING
                               B2B BRAND LOYALTY IN 2020

  SUPPLEMENT

JANUARY TO MARCH 2020

                                        PHOTO BY ZOHRE NEMATI

          B2B BRAND
          LOYALTY IN

          2020
    The Marketing Supplement               www.awmc.co.uk
                                                       1
B2B BRAND - THE MARKETING SUPPLEMENT
FIRSTLY                                                              B2B BRAND LOYALTY IN 2020

THANK YOU

“It’s always a proud moment to see our brand on home grown content. A lot of hard work, creativity,
passion and commitment goes into everything we do, and this new supplement is an example of
         that work. I hope you enjoy this content as much as we enjoyed making it for you.”

            Chris Solis - Executive Director, Alexandra Wren Marketing Consultants

   Credit to unsplash.com and the artists who share their amazing work on this platform. It’s a
privilege to represent their work and name within our content. All the photography featured in this
                  supplement can be found by the artists name, on unsplash.com.

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B2B BRAND - THE MARKETING SUPPLEMENT
B2B BRAND LOYALTY IN 2020

 Thank you for downloading the first issue of The Marketing Supplement by Alexandra Wren. In
 this quarters release, we open the subject of B2B Customer Brand Loyalty in 2020, looking at
  communication, brand inclusion and customer insights, and how they impact customer brand
                           retention in today’s business environment.

                                                                     PHOTO BY ZOHRE NEMATI

              “Communication, brand
              inclusion and customer
              insights.”

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B2B BRAND - THE MARKETING SUPPLEMENT
“Ultimately, the objective
  is to create a close bond
  with the customer, built on
  trust and communication
  throughout.”

PHOTO BY ALI MORSHEDLOU
B2B BRAND - THE MARKETING SUPPLEMENT
B2B BRAND LOYALTY IN 2020

            CONTENT
            INTRODUCTION                                                           5

            MORE THAN JUST A TRANSACTION                                           7

            CUSTOMER ENGAGEMENT AND INCLUSION                                      9

            UNDERSTANDING CURRENT AND FUTURE CUSTOMER
                                                                               11
            NEEDS

            SUMMARY                                                            13

            ABOUT ALEXANDRA WREN                                               15

The Marketing Supplement                                            www.awmc.co.uk
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B2B BRAND LOYALTY IN 2020

INTRODUCTION
In 1995, Tesco launched the Clubcard points scheme and this year, it celebrates its 25th
anniversary. The Clubcard is one of Britain’s most successful long-term customer loyalty schemes,
but customer retention didn’t start with the Tesco Clubcard.

Brands have been fighting the eternal battle for customer loyalty for years, using everything
from points, discount vouchers and money-back schemes to encourage buyers to pledge their
allegiance and stay faithful to the logo.

As consumer, entertainment and retail brands continue the fight on the front line with the very
fickle foe that is the customer, how are B2B brands handling this same challenge? And what are
the core tactics to securing the crucial advantage of brand loyalty in the business world?

     PHOTO BY RAZVAN CHISU

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B2B BRAND LOYALTY IN 2020

                           “Gone are the days
                           where a sale takes
                           place and the customer
                           is then left to use the
                           product.”
The Marketing Supplement                              www.awmc.co.uk
                                           PHOTO BY RYAN TANG
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B2B BRAND LOYALTY IN 2020

                                                                       PHOTO BY TIMON STUDLER

MORE THAN JUST A
TRANSACTION
One thing is for certain, the way we invest in products, solutions and services in the modern
business world are no longer driven by price point alone. In fact, this hasn’t been the case for a
very long time. Gone are the days where a sale takes place and the customer is then left to use
the product. So, what’s changed?

The growth of the Internet has completely altered the landscape of the true voice of the customer.
More recently, the evolution of B2B comparison sites and business review portals has shifted
customer reviews from the consumer environment to its business counterpart. This has essentially
opened up the door for people to get behind the shiny websites and smart-talking sales teams, and
really get to grips with what the real customer experience is like before they make an investment.

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B2B BRAND LOYALTY IN 2020

To prevent business reputations being publicly dropped from a great height, many companies now
invest in carefully orchestrated customer marketing programs, using personalised communications
to maintain easy access to updates, product information, support information, development
roadmaps, help desk options and more. To improve this further, seamless end-to-end brand
experiences, from the first engagement to post-contract aftercare, are helping to secure early
buying decisions for businesses willing to go the extra mile to remain competitive.

Ultimately, the objective is to create a close bond with the customer, built on trust and communication
throughout. This sets the foundations for the future strength of the brand relationship, so that if
anything should go wrong at any point, the customer should feel confident that the brand is in
control and that they are considered a priority. If people feel connected with the brand, even in
difficult circumstances, they are more likely to stay loyal.

     “The growth of the
     Internet has completely
     altered the landscape
     of the true voice of the
     customer.”                                                           PHOTO BY JOHAN DE JAGER

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B2B BRAND LOYALTY IN 2020

CUSTOMER ENGAGEMENT
AND INCLUSION
The expectations of buying business products and services is now closer to the consumer
experience than ever before. The customer expects quick and seamless communications, easy
access to support services, information that helps them get up and running quickly, and to feel like
they have a voice when they want to express their desire for improvements or to be involved in
future developments.

In short, the business customer of today is more engaged, more informed and wants a connection
beyond the product and service they’re purchasing. They want to feel like they are part of the
brand, to be a product champion and to be able to share these experiences with peers and fellow
users of the brands they have invested in. But if this experience is not forthcoming, the customer
is likely to get frustrated quickly, feel isolated, shy away from progression and eventually switch
off, dropping away from the brand and any future loyalty.

                                                                        PHOTO BY BENJAMIN SOW

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B2B BRAND LOYALTY IN 2020

“Customers                  One of the best ways to engage customers in a brand
                            is through social media marketing. Social media by
                            nature is visual, responsive and has a ready-made

of brands who               community of people waiting to share content. And
                            unlike other forms of communication such as email,

market in this
                            social media is a great way to stay connected with
                            customers without the fear of creating frustration
                            through over-communicating.

way feel part of            But most importantly, social media content can be
                            consumed in the user’s own time, at their own pace

a cutting-edge,             and through their own choice of channel. So, a
                            business that regularly drives engaging content into
                            social media demonstrates brand creativity, modern

contemporary                marketing and a passion for what they do… which
                            is everything the new-age business customer wants.

product or                  Customers of brands who market in this way feel part
                            of a cutting-edge, contemporary product or service.

service.”
                            This not only keeps them engaged but encourages
                            them to distribute content, share positive messages
                            and feel strong brand loyalty. Carefully planned, this
                            channel can stimulate feedback activities and allow
                            the customer to talk directly to the business, which
                            generates further feelings of inclusivity.

 The Marketing Supplement                                          www.awmc.co.uk
                                                PHOTO BY LINKEDIN SALES NAVIGATOR
                                                                               10
UNDERSTANDING
                                                                       B2B BRAND LOYALTY IN 2020

CURRENT AND FUTURE
CUSTOMER NEEDS
No matter how great a product or service is, it must evolve and change over time to meet the ever-
growing needs of its customers. Typically, if this is not considered in the evolution of the business,
customer lifetime value reduces, competitors gain the advantage as the brand becomes stagnant,
and customers are lost.

There are lots of reasons why products and services become outdated. But one very important
and overlooked cause is lack of customer feedback and having the right means of channelling that
feedback back into the business.

      PHOTO BY CHARLES

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Outside of account management, few businesses have the mechanism B2Bfor  listening
                                                                      BRAND        to customers’
                                                                               LOYALTY   IN 2020
current and future requirements, other than verbal insights gained from conversations and
meetings. This leads to product and service development becoming more bespoke to individual
customers, impacting general day-to-day business productivity, straining support mechanisms,
and complicating product and service offerings moving forward.

Genuinely valuable customer feedback is like gold dust and collecting this precious data can’t be
done through a monotonous cycle of dull surveys and unwanted scripted phone calls. It requires
more creative, thoughtful and spontaneous forms of engagement. But staying ahead of customers’
wants and needs and ensuring their loyalty doesn’t have to be a complicated process.

Marketing mechanisms for collecting great customer insights include gamification. For example,
a well-devised competition using a simple online game format can be fun, deliver useful insights
and enhance brand reputation. Carefully crafted customer portals that offer product development
programs with incentivised reward schemes also stimulate insights, while making customers feel
like they have input into the development of the future of the services they receive.

However, not all customer feedback has to be online. Digital data collection is great for harvesting
constructed answers and scales, but in the age of GDPR there are restrictions on what information
can be gathered. Capturing opinionated feedback digitally is also extremely time-consuming, can
be hard to categorise, and critical points of emphasis or context can easily be lost.

So, getting customers into live workshops, seeing their body language and really understanding
the passion behind the reasons why they use products and services is just as important, if not
more so, than structured insights. Additionally, approaching data collection in this way allows the
customer to see the people behind the brand and that businesses in 2020 are still human.

                                 “Genuinely valuable
                                 customer feedback is
                                 like gold dust.”

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                                                                                                 12

                                                                          PHOTO BY CHARLES FORERUNNER
“In order to increase                                                    B2B BRAND LOYALTY IN 2020

retention and secure
customer loyalty,
businesses must first
recognise that the brand
experience doesn’t
start or end with a
transaction.”

                                                                            PHOTO BY LINKEDIN SALES NAVIGATOR

IN SUMMARY...
In 2020, customer loyalty for B2B brands is no longer a question of how competitive the price point
is. It’s a question of trust, reliability, stability, inclusion and an investment in a long-term business
partner that listens, understands the needs of its customers and will evolve as they evolve.

In order to increase retention and secure customer loyalty, businesses must first recognise that
the brand experience doesn’t start or end with a transaction, it begins at the very first touch point
and continues beyond. Setting the right brand experience early on in the journey and carrying that
effort and dedication throughout the entire life cycle of a customer is where the roots of loyalty will
grow.

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B2B BRAND LOYALTY IN 2020

As well as committing financially, business customers want to invest emotionally in the brands
they choose. They want to be submerged in a product or service they love using and share that
experience with their peers and colleagues with rich content and commentary. Businesses that
market across channels that enable this to happen will provide a platform for their customers to
become true brand advocates and express their satisfaction with their choice and investment.

In any business, the ongoing development of products and services to meet modern requirements
is imperative to its future growth and sustainability. However, understanding the road map and
where this development should go from a customer retention perspective is even more critical.
Developing channels for facilitating customer data and feedback - be that online or face-to-face -
will not only ensure that the product and service development is in line with what customers want,
but by inclusion, will create a sense of ownership, a sense of loyalty and increase the customer
life span.

                                                                       PHOTO BY TIMOTHY BARLIN

                    “As well as committing
                    financially, business
                    customers want to
                    invest emotionally in the
                    brands they choose. ”                   PHOTO BY AMY HIRSCHI

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B2B BRAND LOYALTY IN 2020

WHO IS ALEXANDRA WREN?
Alexandra Wren was founded on years of strategic and creative marketing, working on the ground
within global and small businesses throughout various industries including finance, technology,
engineering, Saas, Paas, retail and leisure.

Our experience across different business models and markets has allowed us to fully understand
the day to day challenges faced by marketing leaders, whether that be a global director driving a
multi-regional strategy to a one man marketing team striving to get a brand off the ground.

Our philosophy is built on objective driven, consultancy led marketing.

Every company is different, every marketing leader has different ideas, wants, needs, expectations,
goals and objectives to meet. So, before we even consider strategy, tactics or delivery, we identify
the business needs first to determine the next steps and how we can help.

                                                                       PHOTO BY YOU X VENTURES

      HOW TO

      CONTACT US
      EMAIL: INFO@AWMC.CO.UK
      WEBSITE: WWW.AWMC.CO.UK

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B2B BRAND LOYALTY IN 2020

                           MARKETING CONSULTANTS AND SERVICES

  “We are creators, we are
  innovators, we are modern day
  marketing architects, helping
  businesses to design and build
  their future.”
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                                                                   PHOTO BY MICHAEL
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 THE MARKETING
  SUPPLEMENT

JANUARY TO MARCH 2020
       WWW.AWMC.CO.UK
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