Spoiler alert: Emotion is key.
Turning leads into B2B customers is no easy feat, as their needs and your markets are constantly in flux. How can you create conversions in a sea of change? By ensuring your brand messaging is solid as a rock.
We’re seeing a shift in B2B companies from traditional advertising to a focus on brand-building. Tom Pepper, Senior Director of LinkedIn Marketing Solutions for EMEA AND LATAM said it best:
No matter what B2B space you’re in, your brand story needs to be value-focused, unified, and—just like any good book—it should keep people hooked by engaging, inspiring, and reaching them on an emotional level.
Keep reading for three steps to ensure your team is telling the right brand story, so they can turn prospects into loyal customers.