Welcome!

Agile Computing Authors: Pat Romanski, Liz McMillan, Mamoon Yunus, Elizabeth White, Leon Adato

Blog Feed Post

How Does Your B2B Brand Reflect On Your Buyers?

Fun-house-mirrorI've been reading a lot of posts lately about making emotiional connections with B2B buyers, along with reminders not to forget their personal side. But this doesn't mean to start looking at them as B2C consumers - even though they are when they're away from the office. In professional mode, "personal" is a bit different.

And for all of you wondering - this does not mean that 2 dogs and a house in the suburbs is information that will help you.

Personal attributes for a B2B buyer are still related to the role they play at work. Some of the most basic questions of a personal nature that cross B2B buyers' minds include:

  • How will this decision affect my career?
  • Will this decision help save my job during the reorganization that will happen with the upcoming merger?
  • Will solving this problem help me earn a promotion?
  • Will this decision increase the value my company sees in me?

But when you look beyond those considerations, how does their perception of your brand influence their thinking? Is what they come across representative of the way you want your brand to be seen? Is their experience consistent across channels?

Could the way you represent yourself across channels be costing you business?

Below are a few situations to consider:

  • What will my peers and colleagues think if I choose them?
  • They're too hip and cool for our conservative culture. Will my executive team believe there is really enough substance?
  • They're really conservative - will they bring the innovative ideas I'll need in the future? Then again, I can probably trust them not to take a flyer...
  • They have some really smart people working for them - their blog is awesome - but every time the corporate Twitter handle Tweets it's about sports stuff or product discounts. Given how much the solution we're looking at costs, if my CFO ever sees that...
  • I asked a sales guy an industry question he couldn't answer yesterday. Today he sent me a link to a great thread where thought leaders were weighing in. It wasn't even produced by his company. I like this guy!
  • My friend just emailed me a link to a LinkedIn discussion where a gal at a company we're considering buying a solution from got defensive about something one of my colleagues posted. Uh oh...
  • I'm so tired of webinars that are really sales pitches. When they don't provide the value they promise on a webinar, will they deliver if you buy? It makes me wonder if they'd always be trying to upsell me if I became their customer.
  • Every time I get an email from this company I can't wait to see what they sent me. It's always great stuff. And if I can't use it, I know someone who can and forward it along. They make me look good.

Are any of these happening at your brand? Obviously, I've painted a picture that includes good and bad stuff. Even exagerated some of it to make a point. But this stuff actually happens. I've heard versions of most of these brought up in meetings. I've been forwarded links to stuff with WTF? notes from my clients and colleagues.

The truth is, social media and user-generated content and channel proliferation has created a version of reality that often reminds me a lot of high school. Operating in this environment is a lot like working under a microscope. But, if so, we need to adjust - and fast!

The truth of the matter is that you'll never be a fit for everyone. Making sure that your brand is aligned with your target markets is the best a company can hope for. Still a big task, but made more manageable. Putting buyers at the center of what you do also helps.

But this reality is also a rallying cry for working together. For breaking down silos and opening the lines of communication to help get everyone on the same page. Sure, they'll be outliers, but when each of us is by extension representative of the brand we're affiliated with, more thought needs to be given.

If the social media team isn't talking to the demand gen team who isn't talking to the web marketing team or the events team or the PR team and none of them are talking with the sales team - what are the chances that your brand is being perceived by your buyers in a way that's costing you sales?

When will we "get" it?

Step into your buyers' shoes and go take a look at your brand from the outside-in. Go look at all the channels through the experience your buyers will have. What do you think?

Are you inspired? Energized? Intrigued? Or are you disappointed, even alienated?

What one thing can you do today to shift the status quo?

Just take one step and then work on the next one. Once you recognize the issue, it's often taking that first step that's the hardest. You can do it. I have faith.

Read the original blog entry...

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

@ThingsExpo Stories
There is only one world-class Cloud event on earth, and that is Cloud Expo – which returns to Silicon Valley for the 21st Cloud Expo at the Santa Clara Convention Center, October 31 - November 2, 2017. Every Global 2000 enterprise in the world is now integrating cloud computing in some form into its IT development and operations. Midsize and small businesses are also migrating to the cloud in increasing numbers. Companies are each developing their unique mix of cloud technologies and service...
SYS-CON Events announced today that Golden Gate University will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Since 1901, non-profit Golden Gate University (GGU) has been helping adults achieve their professional goals by providing high quality, practice-based undergraduate and graduate educational programs in law, taxation, business and related professions. Many of its courses are taug...
SYS-CON Events announced today that Grape Up will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Grape Up is a software company specializing in cloud native application development and professional services related to Cloud Foundry PaaS. With five expert teams that operate in various sectors of the market across the U.S. and Europe, Grape Up works with a variety of customers from emergi...
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
From 2013, NTT Communications has been providing cPaaS service, SkyWay. Its customer’s expectations for leveraging WebRTC technology are not only typical real-time communication use cases such as Web conference, remote education, but also IoT use cases such as remote camera monitoring, smart-glass, and robotic. Because of this, NTT Communications has numerous IoT business use-cases that its customers are developing on top of PaaS. WebRTC will lead IoT businesses to be more innovative and address...
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
Recently, WebRTC has a lot of eyes from market. The use cases of WebRTC are expanding - video chat, online education, online health care etc. Not only for human-to-human communication, but also IoT use cases such as machine to human use cases can be seen recently. One of the typical use-case is remote camera monitoring. With WebRTC, people can have interoperability and flexibility for deploying monitoring service. However, the benefit of WebRTC for IoT is not only its convenience and interopera...
When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...
SYS-CON Events announced today that Secure Channels, a cybersecurity firm, will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Secure Channels, Inc. offers several products and solutions to its many clients, helping them protect critical data from being compromised and access to computer networks from the unauthorized. The company develops comprehensive data encryption security strategie...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics ...
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, will introduce two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a...
SYS-CON Events announced today that App2Cloud will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct. 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. App2Cloud is an online Platform, specializing in migrating legacy applications to any Cloud Providers (AWS, Azure, Google Cloud).
When shopping for a new data processing platform for IoT solutions, many development teams want to be able to test-drive options before making a choice. Yet when evaluating an IoT solution, it’s simply not feasible to do so at scale with physical devices. Building a sensor simulator is the next best choice; however, generating a realistic simulation at very high TPS with ease of configurability is a formidable challenge. When dealing with multiple application or transport protocols, you would be...
Internet-of-Things discussions can end up either going down the consumer gadget rabbit hole or focused on the sort of data logging that industrial manufacturers have been doing forever. However, in fact, companies today are already using IoT data both to optimize their operational technology and to improve the experience of customer interactions in novel ways. In his session at @ThingsExpo, Gordon Haff, Red Hat Technology Evangelist, shared examples from a wide range of industries – including en...
Detecting internal user threats in the Big Data eco-system is challenging and cumbersome. Many organizations monitor internal usage of the Big Data eco-system using a set of alerts. This is not a scalable process given the increase in the number of alerts with the accelerating growth in data volume and user base. Organizations are increasingly leveraging machine learning to monitor only those data elements that are sensitive and critical, autonomously establish monitoring policies, and to detect...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. Jack Norris reviews best practices to show how companies develop, deploy, and dynamically update these applications and how this data-first...
Intelligent Automation is now one of the key business imperatives for CIOs and CISOs impacting all areas of business today. In his session at 21st Cloud Expo, Brian Boeggeman, VP Alliances & Partnerships at Ayehu, will talk about how business value is created and delivered through intelligent automation to today’s enterprises. The open ecosystem platform approach toward Intelligent Automation that Ayehu delivers to the market is core to enabling the creation of the self-driving enterprise.
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Consumers increasingly expect their electronic "things" to be connected to smart phones, tablets and the Internet. When that thing happens to be a medical device, the risks and benefits of connectivity must be carefully weighed. Once the decision is made that connecting the device is beneficial, medical device manufacturers must design their products to maintain patient safety and prevent compromised personal health information in the face of cybersecurity threats. In his session at @ThingsExpo...
SYS-CON Events announced today that Massive Networks will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Massive Networks mission is simple. To help your business operate seamlessly with fast, reliable, and secure internet and network solutions. Improve your customer's experience with outstanding connections to your cloud.