SlideShare una empresa de Scribd logo
1 de 12
How B2B brands talk
past their customers
Any use of this material without specific permission of
McKinsey & Company is strictly prohibited
New York, 18 March 2014
CFG conference
Great
strategy,
business brands excel in
consistency,
and delivery
SOURCE: Interbrand; team analysis
20%of world's top
100brands have
B2B focus
+ 27%
in the
last decade
3How B2B companies talk past their customers
Strong brands generate impact across B2B stakeholder groups
Employees and talent
Regulators, suppliers,
business partners, etc.
Investors and
analysts
B2B customers
End customers
SOURCE: Business Branding Initiative
"A consistent
(positive) and
appealing short-hand
articulation of what a
specific company
stands for"
§§§
How B2B companies talk past their customers
B2B customers across industries recognize that brand influences their decision
SOURCE: B2B Branding Survey
1 Quality of customer communication, provision of information, media visibility, etc.
27
27 21
23 25 22
17 21
20
15 13 18
14
US
19
Germany
18 Brand
Customer information1
Price
Product/services
Sales/channel
India
Influence on
purchase decision
Percentage
5How B2B companies talk past their customers
Strong B2B brands generate higher margins
SOURCE: B2B Branding Survey
Supplier brands, that
respondents in our
survey considered to
have a "strong" brand
image, exhibit a
significantly higher EBIT
margin
EBIT margin,
2011
Percent
6
11
12
13
Strong
brands
Neutral
brands
Weak
brands
+20.7%
How B2B companies talk past their customers
Strong brands outperform the index in financial markets
7
60
70
80
90
100
110
120
130
140
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Total Return to Shareholders1
Index
1 Portfolio consisting of the 40 top-ranked, listed companies, picked from Interbrand’s "Best Global Brands" report, published each summer
since 2000. Stocks in local currency, equally weighted and adjusted every July 1st
SOURCE: Datastream; Interbrand, McKinsey analysis
Top Brand
Portfolio1
MSCI
World
+31%
Top 40-brands portfolio has
outperformed bench-marks overall
and in 9 of the last 12 years
How B2B companies talk past their customers
What makes a brand "strong" in the eye of the customer?
8SOURCE: B2B Branding Survey
 Acts responsibly across its supply chain
 Has a high level of specialist expertise
 Fits in well with my values and beliefs
 Is a leader in its field
 Is a driver of innovation
 Role models corporate social responsibility in its work
 Provides a broad product portfolio
 Promotes and practices sustainability in its products or services
 Shapes the direction of the market
 Promotes diversity and equal opportunities
 Has global reach
 Cares about honest and open dialogue with its customers and society
 Has low prices
GLOBAL
Influence on perceived brand strength – the customer's view
Correlation ranking (n = 1,408)
2
3
4
5
6
7
8
9
10
11
12
13
Combination
of rational
"hard facts"
AND
emotional
aspects
???
benefits
How B2B companies talk past their customers
There appears to be a disconnect between what customers care about and what
companies talk about
SOURCE: B2B Branding Survey 9
 Honest and open dialog
 Responsibility across supply chain
 High level of specialized expertise
 Fits my values and beliefs
 Is a leader in its field
What B2B
customers
care about
 Corporate social responsibility
 Sustainability
 Global reach
 Shapes the market
 Innovation
But what
are B2B
companies
talking
about?
How B2B companies talk past their customers
Brand perceptions based on many touchpoints – not just sales reps
10
US
India
Germany
7 most
preferred
touchpoints
for each
step in the
decision
journey
SOURCE: B2B Branding Survey
Consideration Evaluation Purchase
Loyalty
Advocacy
1 Salesreps
(Personal)
Salesreps
(Personal)
Salesreps
(Personal)
Salesreps
(Phone)
2 Website Past usage Salesreps
(Email)
Salesreps
(Email)
3 Past usage Press
Coverage
Website Salesreps
(Personal)
4 Recommen-
dation (ext.)
Distributor Trade Fairs Website
5 Catalog Website Events Events
6 Trade fair External re-
commendation
Prof. social
media
Trade fairs
7 Sales reps
(phone)
Catalog Sales reps
(phone)
Call Center
GLOBAL,
ALL INDUSTRIES
How B2B companies talk past their customers
6 Steps for the journey
11
Take stock of corporate strategy
Map primary stakeholders
Determine value proposition and brand architecture
Track impact
Define touch points that matter
Architect activation
How B2B companies talk past their customers
12
Agnes Claye
Senior Expert
NJ
Agnes_Claye@mckinsey.com
Nils Hoffman
Partner
New York
Nils_Hoffman@mckinsey.com
Staying connected
McKinsey on Marketing & Sales
Read more: How B2B companies talk past their customers

Más contenido relacionado

La actualidad más candente

Creative Planning @ Miami Ad School
Creative Planning @ Miami Ad SchoolCreative Planning @ Miami Ad School
Creative Planning @ Miami Ad SchoolThe Planning Lab
 
Best Practices in Brand Portfolio Strategy
Best Practices in Brand Portfolio StrategyBest Practices in Brand Portfolio Strategy
Best Practices in Brand Portfolio StrategyFullSurge
 
Branding
Branding Branding
Branding sivasu
 
Steal This Idea: The No-process Process / By Marty Neumeier
Steal This Idea: The No-process Process / By Marty NeumeierSteal This Idea: The No-process Process / By Marty Neumeier
Steal This Idea: The No-process Process / By Marty NeumeierLiquid Agency
 
Go to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGo to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGuillaume Lerouge
 
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...SlideTeam
 
Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startupsa16z
 
A Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free InsightsA Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free InsightsTom Morton
 
Go-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkGo-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkLink Cheng
 
Go-to-Market Strategy
Go-to-Market StrategyGo-to-Market Strategy
Go-to-Market StrategyJeremy Horn
 
Shopper Marketing Methodology & Toolkit
Shopper Marketing Methodology & ToolkitShopper Marketing Methodology & Toolkit
Shopper Marketing Methodology & ToolkitDemand Metric
 
Sales Training Presentation
Sales Training PresentationSales Training Presentation
Sales Training PresentationSaurabh Bhatia
 
Brand Architecture Process
Brand Architecture ProcessBrand Architecture Process
Brand Architecture ProcessFullSurge
 
Engagement, Retention and Monetization
Engagement, Retention and MonetizationEngagement, Retention and Monetization
Engagement, Retention and MonetizationCleverTap
 
SaaS sales process
SaaS sales processSaaS sales process
SaaS sales processBrian Groth
 
The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness Ogilvy
 
Future of advertising: Agency as a platform
Future of advertising: Agency as a platformFuture of advertising: Agency as a platform
Future of advertising: Agency as a platformAjinkya Pawar
 

La actualidad más candente (20)

Creative Planning @ Miami Ad School
Creative Planning @ Miami Ad SchoolCreative Planning @ Miami Ad School
Creative Planning @ Miami Ad School
 
Best Practices in Brand Portfolio Strategy
Best Practices in Brand Portfolio StrategyBest Practices in Brand Portfolio Strategy
Best Practices in Brand Portfolio Strategy
 
Branding
Branding Branding
Branding
 
Inspiring Creativity
Inspiring CreativityInspiring Creativity
Inspiring Creativity
 
Steal This Idea: The No-process Process / By Marty Neumeier
Steal This Idea: The No-process Process / By Marty NeumeierSteal This Idea: The No-process Process / By Marty Neumeier
Steal This Idea: The No-process Process / By Marty Neumeier
 
SPIN Selling
SPIN SellingSPIN Selling
SPIN Selling
 
Go to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companiesGo to-market strategy for B2B SaaS companies
Go to-market strategy for B2B SaaS companies
 
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...
Marketing Go To Market Roll Out Plan New Product Launch PowerPoint Presentati...
 
Media Planning Workshop
Media Planning WorkshopMedia Planning Workshop
Media Planning Workshop
 
Go-to-Market Best Practices for Startups
Go-to-Market Best Practices for StartupsGo-to-Market Best Practices for Startups
Go-to-Market Best Practices for Startups
 
A Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free InsightsA Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free Insights
 
Go-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkGo-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement Framework
 
Go-to-Market Strategy
Go-to-Market StrategyGo-to-Market Strategy
Go-to-Market Strategy
 
Shopper Marketing Methodology & Toolkit
Shopper Marketing Methodology & ToolkitShopper Marketing Methodology & Toolkit
Shopper Marketing Methodology & Toolkit
 
Sales Training Presentation
Sales Training PresentationSales Training Presentation
Sales Training Presentation
 
Brand Architecture Process
Brand Architecture ProcessBrand Architecture Process
Brand Architecture Process
 
Engagement, Retention and Monetization
Engagement, Retention and MonetizationEngagement, Retention and Monetization
Engagement, Retention and Monetization
 
SaaS sales process
SaaS sales processSaaS sales process
SaaS sales process
 
The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness The Ogilvy & Mather guide to effectiveness
The Ogilvy & Mather guide to effectiveness
 
Future of advertising: Agency as a platform
Future of advertising: Agency as a platformFuture of advertising: Agency as a platform
Future of advertising: Agency as a platform
 

Destacado

B2B branding project
B2B branding projectB2B branding project
B2B branding projectamit kumar
 
Managing B2B Brand Portfolios
Managing B2B Brand PortfoliosManaging B2B Brand Portfolios
Managing B2B Brand PortfoliosFullSurge
 
Business to Business Branding - Introduction to Branding
Business to Business Branding - Introduction to BrandingBusiness to Business Branding - Introduction to Branding
Business to Business Branding - Introduction to BrandingRai University Ahmedabad
 

Destacado (6)

B2B branding project
B2B branding projectB2B branding project
B2B branding project
 
B2B Branding
B2B BrandingB2B Branding
B2B Branding
 
Managing B2B Brand Portfolios
Managing B2B Brand PortfoliosManaging B2B Brand Portfolios
Managing B2B Brand Portfolios
 
Beware of Crap
Beware of CrapBeware of Crap
Beware of Crap
 
Business to Business Branding - Introduction to Branding
Business to Business Branding - Introduction to BrandingBusiness to Business Branding - Introduction to Branding
Business to Business Branding - Introduction to Branding
 
B2B Branding
B2B BrandingB2B Branding
B2B Branding
 

Similar a How b2b brands talk past their customers

Carreira_Portfolio_11-2016
Carreira_Portfolio_11-2016Carreira_Portfolio_11-2016
Carreira_Portfolio_11-2016Jeff Carreira
 
Monitoring & Measuring Social Media - A Practical Guide
Monitoring & Measuring Social Media - A Practical GuideMonitoring & Measuring Social Media - A Practical Guide
Monitoring & Measuring Social Media - A Practical GuideSpiral16
 
Brand loyalty management
Brand loyalty managementBrand loyalty management
Brand loyalty managementKristof De Wulf
 
Applying research to grow your brand
Applying research to grow your brandApplying research to grow your brand
Applying research to grow your brandInterbrand London
 
id195_integrating_social_media_into_the_marketing_mix
id195_integrating_social_media_into_the_marketing_mixid195_integrating_social_media_into_the_marketing_mix
id195_integrating_social_media_into_the_marketing_mixJessica Ruggeri Hogue
 
Building a Business Case for Social Media
Building a Business Case for Social MediaBuilding a Business Case for Social Media
Building a Business Case for Social MediaJbsem
 
Q N Y Marketing
Q N Y  MarketingQ N Y  Marketing
Q N Y Marketingagrinbaum
 
The Power of Branding
The Power of BrandingThe Power of Branding
The Power of BrandingProphet
 
Mediation of brand equity on word of mouth a study with special reference to ...
Mediation of brand equity on word of mouth a study with special reference to ...Mediation of brand equity on word of mouth a study with special reference to ...
Mediation of brand equity on word of mouth a study with special reference to ...Dr. V.K. Hamza
 
How B2B companies talk past their customers
How B2B companies talk past their customersHow B2B companies talk past their customers
How B2B companies talk past their customersAdfactors B2B
 
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Gobind Raj Aulakh
 
Using paid owned and earned media to create strong brands
Using paid owned and earned media to create strong brandsUsing paid owned and earned media to create strong brands
Using paid owned and earned media to create strong brandsMarnixvangisbergen
 
Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Camargue
 
Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Camargue
 
Market probe barcelona presentation
Market probe barcelona presentationMarket probe barcelona presentation
Market probe barcelona presentationMichael Lowenstein
 
The Power of Brand Advocates for B2B
The Power of Brand Advocates for B2BThe Power of Brand Advocates for B2B
The Power of Brand Advocates for B2BZuberance
 
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondMarketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondClearEdge Marketing
 

Similar a How b2b brands talk past their customers (20)

Carreira_Portfolio_11-2016
Carreira_Portfolio_11-2016Carreira_Portfolio_11-2016
Carreira_Portfolio_11-2016
 
B2b branding
B2b brandingB2b branding
B2b branding
 
Monitoring & Measuring Social Media - A Practical Guide
Monitoring & Measuring Social Media - A Practical GuideMonitoring & Measuring Social Media - A Practical Guide
Monitoring & Measuring Social Media - A Practical Guide
 
Brand loyalty management
Brand loyalty managementBrand loyalty management
Brand loyalty management
 
Applying research to grow your brand
Applying research to grow your brandApplying research to grow your brand
Applying research to grow your brand
 
id195_integrating_social_media_into_the_marketing_mix
id195_integrating_social_media_into_the_marketing_mixid195_integrating_social_media_into_the_marketing_mix
id195_integrating_social_media_into_the_marketing_mix
 
Building a Business Case for Social Media
Building a Business Case for Social MediaBuilding a Business Case for Social Media
Building a Business Case for Social Media
 
Q N Y Marketing
Q N Y  MarketingQ N Y  Marketing
Q N Y Marketing
 
The Power of Branding
The Power of BrandingThe Power of Branding
The Power of Branding
 
Mediation of brand equity on word of mouth a study with special reference to ...
Mediation of brand equity on word of mouth a study with special reference to ...Mediation of brand equity on word of mouth a study with special reference to ...
Mediation of brand equity on word of mouth a study with special reference to ...
 
How B2B companies talk past their customers
How B2B companies talk past their customersHow B2B companies talk past their customers
How B2B companies talk past their customers
 
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
Branding garima ahuja,isha singh,gobind raj,mantaj sidhu, 30 oct. 2013
 
Using paid owned and earned media to create strong brands
Using paid owned and earned media to create strong brandsUsing paid owned and earned media to create strong brands
Using paid owned and earned media to create strong brands
 
Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010
 
Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010Mikepconway Construction Marketing 2010
Mikepconway Construction Marketing 2010
 
Market probe barcelona presentation
Market probe barcelona presentationMarket probe barcelona presentation
Market probe barcelona presentation
 
The Power of Brand Advocates for B2B
The Power of Brand Advocates for B2BThe Power of Brand Advocates for B2B
The Power of Brand Advocates for B2B
 
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and BeyondMarketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
Marketing for Where You Want to Be – Proven Ways to Grow in 2011 and Beyond
 
Brand Management Unit 3
Brand Management Unit 3Brand Management Unit 3
Brand Management Unit 3
 
21ST CENTURY BRAND MANAGEMENT: GROWTH & PROFITABILITY
21ST CENTURY BRAND MANAGEMENT: GROWTH & PROFITABILITY21ST CENTURY BRAND MANAGEMENT: GROWTH & PROFITABILITY
21ST CENTURY BRAND MANAGEMENT: GROWTH & PROFITABILITY
 

Más de McKinsey on Marketing & Sales

McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey on Marketing & Sales
 
McKinsey Survey: Japanese consumer sentiment during the coronavirus crisis
McKinsey Survey: Japanese consumer sentiment during the coronavirus crisisMcKinsey Survey: Japanese consumer sentiment during the coronavirus crisis
McKinsey Survey: Japanese consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Australian consumer sentiment during the coronavirus crisis
McKinsey Survey: Australian consumer sentiment during the coronavirus crisisMcKinsey Survey: Australian consumer sentiment during the coronavirus crisis
McKinsey Survey: Australian consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Indian consumer sentiment during the coronavirus crisis
McKinsey Survey: Indian consumer sentiment during the coronavirus crisisMcKinsey Survey: Indian consumer sentiment during the coronavirus crisis
McKinsey Survey: Indian consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisisMcKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisisMcKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events in Europe are...
McKinsey European consumer sentiment survey: How current events in Europe are...McKinsey European consumer sentiment survey: How current events in Europe are...
McKinsey European consumer sentiment survey: How current events in Europe are...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey on Marketing & Sales
 
McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey on Marketing & Sales
 

Más de McKinsey on Marketing & Sales (20)

McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...
 
McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...
 
McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...
 
McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...
 
McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...
 
McKinsey Survey: Japanese consumer sentiment during the coronavirus crisis
McKinsey Survey: Japanese consumer sentiment during the coronavirus crisisMcKinsey Survey: Japanese consumer sentiment during the coronavirus crisis
McKinsey Survey: Japanese consumer sentiment during the coronavirus crisis
 
McKinsey Survey: Australian consumer sentiment during the coronavirus crisis
McKinsey Survey: Australian consumer sentiment during the coronavirus crisisMcKinsey Survey: Australian consumer sentiment during the coronavirus crisis
McKinsey Survey: Australian consumer sentiment during the coronavirus crisis
 
McKinsey Survey: Indian consumer sentiment during the coronavirus crisis
McKinsey Survey: Indian consumer sentiment during the coronavirus crisisMcKinsey Survey: Indian consumer sentiment during the coronavirus crisis
McKinsey Survey: Indian consumer sentiment during the coronavirus crisis
 
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisisMcKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
McKinsey: Survey: Indonesian consumer sentiment during the coronavirus crisis
 
McKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisisMcKinsey Survey: Korean consumer sentiment during the coronavirus crisis
McKinsey Survey: Korean consumer sentiment during the coronavirus crisis
 
McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...McKinsey European consumer sentiment survey: How current events are shaping F...
McKinsey European consumer sentiment survey: How current events are shaping F...
 
McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...McKinsey European consumer sentiment survey: How current events are shaping U...
McKinsey European consumer sentiment survey: How current events are shaping U...
 
McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...McKinsey European consumer sentiment survey: How current events are shaping G...
McKinsey European consumer sentiment survey: How current events are shaping G...
 
McKinsey European consumer sentiment survey: How current events in Europe are...
McKinsey European consumer sentiment survey: How current events in Europe are...McKinsey European consumer sentiment survey: How current events in Europe are...
McKinsey European consumer sentiment survey: How current events in Europe are...
 
McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...McKinsey European consumer sentiment survey: How current events are shaping S...
McKinsey European consumer sentiment survey: How current events are shaping S...
 
McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...McKinsey European consumer sentiment survey: How current events are shaping I...
McKinsey European consumer sentiment survey: How current events are shaping I...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 
McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...McKinsey survey: European consumer sentiment survey: How current events are s...
McKinsey survey: European consumer sentiment survey: How current events are s...
 

Último

SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 

Último (20)

SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 

How b2b brands talk past their customers

  • 1. How B2B brands talk past their customers Any use of this material without specific permission of McKinsey & Company is strictly prohibited New York, 18 March 2014 CFG conference
  • 2. Great strategy, business brands excel in consistency, and delivery
  • 3. SOURCE: Interbrand; team analysis 20%of world's top 100brands have B2B focus + 27% in the last decade 3How B2B companies talk past their customers
  • 4. Strong brands generate impact across B2B stakeholder groups Employees and talent Regulators, suppliers, business partners, etc. Investors and analysts B2B customers End customers SOURCE: Business Branding Initiative "A consistent (positive) and appealing short-hand articulation of what a specific company stands for" §§§ How B2B companies talk past their customers
  • 5. B2B customers across industries recognize that brand influences their decision SOURCE: B2B Branding Survey 1 Quality of customer communication, provision of information, media visibility, etc. 27 27 21 23 25 22 17 21 20 15 13 18 14 US 19 Germany 18 Brand Customer information1 Price Product/services Sales/channel India Influence on purchase decision Percentage 5How B2B companies talk past their customers
  • 6. Strong B2B brands generate higher margins SOURCE: B2B Branding Survey Supplier brands, that respondents in our survey considered to have a "strong" brand image, exhibit a significantly higher EBIT margin EBIT margin, 2011 Percent 6 11 12 13 Strong brands Neutral brands Weak brands +20.7% How B2B companies talk past their customers
  • 7. Strong brands outperform the index in financial markets 7 60 70 80 90 100 110 120 130 140 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Total Return to Shareholders1 Index 1 Portfolio consisting of the 40 top-ranked, listed companies, picked from Interbrand’s "Best Global Brands" report, published each summer since 2000. Stocks in local currency, equally weighted and adjusted every July 1st SOURCE: Datastream; Interbrand, McKinsey analysis Top Brand Portfolio1 MSCI World +31% Top 40-brands portfolio has outperformed bench-marks overall and in 9 of the last 12 years How B2B companies talk past their customers
  • 8. What makes a brand "strong" in the eye of the customer? 8SOURCE: B2B Branding Survey  Acts responsibly across its supply chain  Has a high level of specialist expertise  Fits in well with my values and beliefs  Is a leader in its field  Is a driver of innovation  Role models corporate social responsibility in its work  Provides a broad product portfolio  Promotes and practices sustainability in its products or services  Shapes the direction of the market  Promotes diversity and equal opportunities  Has global reach  Cares about honest and open dialogue with its customers and society  Has low prices GLOBAL Influence on perceived brand strength – the customer's view Correlation ranking (n = 1,408) 2 3 4 5 6 7 8 9 10 11 12 13 Combination of rational "hard facts" AND emotional aspects ??? benefits How B2B companies talk past their customers
  • 9. There appears to be a disconnect between what customers care about and what companies talk about SOURCE: B2B Branding Survey 9  Honest and open dialog  Responsibility across supply chain  High level of specialized expertise  Fits my values and beliefs  Is a leader in its field What B2B customers care about  Corporate social responsibility  Sustainability  Global reach  Shapes the market  Innovation But what are B2B companies talking about? How B2B companies talk past their customers
  • 10. Brand perceptions based on many touchpoints – not just sales reps 10 US India Germany 7 most preferred touchpoints for each step in the decision journey SOURCE: B2B Branding Survey Consideration Evaluation Purchase Loyalty Advocacy 1 Salesreps (Personal) Salesreps (Personal) Salesreps (Personal) Salesreps (Phone) 2 Website Past usage Salesreps (Email) Salesreps (Email) 3 Past usage Press Coverage Website Salesreps (Personal) 4 Recommen- dation (ext.) Distributor Trade Fairs Website 5 Catalog Website Events Events 6 Trade fair External re- commendation Prof. social media Trade fairs 7 Sales reps (phone) Catalog Sales reps (phone) Call Center GLOBAL, ALL INDUSTRIES How B2B companies talk past their customers
  • 11. 6 Steps for the journey 11 Take stock of corporate strategy Map primary stakeholders Determine value proposition and brand architecture Track impact Define touch points that matter Architect activation How B2B companies talk past their customers
  • 12. 12 Agnes Claye Senior Expert NJ Agnes_Claye@mckinsey.com Nils Hoffman Partner New York Nils_Hoffman@mckinsey.com Staying connected McKinsey on Marketing & Sales Read more: How B2B companies talk past their customers