Episode 105: Brand strategy for B2B tech companies with Stapho Thienpont

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me, Stapho Thienpont, and Stef Hamerlinck, brand builder at Alan sharing:- The step-by-step process of creating a B2B brand strategy with examples from Alan: raising $490mln, growing to $258mln ARR and acquiring 20k customers in 3 countries.- How to make sure people recognize and connect with the brand at every stage in the funnel- How to make media talking about your brandRESOURCESTOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogEPISODE OVERVIEWHere is how we develop a brand strategy for B2B tech companies(Fullfunnel overview).1. ๐ˆ๐‚๐ (๐ˆ๐ƒ๐„๐€๐‹ ๐‚๐”๐’๐“๐Ž๐Œ๐„๐‘ ๐๐‘๐Ž๐…๐ˆ๐‹๐„).You need to understand:- who is your ICP,- what problems your product solves for them- what goals or results your product helps to achieve- how do they buy and what influences their decisions- how and where do they learn (channels and platforms), what matters for them, and what can attract their attention.Enrich your ICP with 3 pillars:- Firmographics and account qualification- Buying commitee- Buyer journey2. ๐๐‘๐€๐๐ƒ ๐’๐“๐‘๐€๐“๐„๐†๐˜ ๐๐ˆ๐‹๐‹๐€๐‘๐’.- ๐๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง๐ข๐ง๐  ๐š๐ง๐ ๐œ๐š๐ญ๐ž๐ ๐จ๐ซ๐ฒ ๐๐ž๐ฌ๐ข๐ ๐ง.Become a big fish in a small pond and create a new category for inside a lucrative one (riches in niches).- ๐•๐š๐ฅ๐ฎ๐ž ๐๐ซ๐จ๐ฉ๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง ๐š๐ง๐ ๐ƒ๐ข๐Ÿ๐Ÿ๐ž๐ซ๐ž๐ง๐ญ๐ข๐š๐ญ๐ข๐จ๐ง.What makes your brand different from alternatives and competition? What value it provides that others donโ€™t?- ๐๐ซ๐š๐ง๐ ๐•๐š๐ฅ๐ฎ๐ž๐ฌ & ๐๐ซ๐ข๐ง๐œ๐ข๐ฉ๐ฅ๐ž๐ฌ.Whatโ€™s the value or principles your brand translates?Examples:- Full-funnel marketing instead of lead gen.- Building marketing function aligned with the buyer journey.- ๐Œ๐š๐ซ๐ค๐ž๐ญ๐ข๐ง๐  ๐Œ๐ž๐ฌ๐ฌ๐š๐ ๐ž.What are you going to say to distribute your positioning and value prop?How can you educate your ICP and create demand for your product?3. ๐ƒ๐ˆ๐’๐“๐‘๐ˆ๐๐”๐“๐ˆ๐Ž๐.All previous pillars are useless without appropriate distribution. Develop the distribution strategy to communicate to ICP including:- Content marketing- Thought leadership- Paid distribution- Media- Sponsorship- Events- Internship / Social activitiesStapho Thienpont ะพn Linkedin: https://www.linkedin.com/in/stapho/

Om Podcasten

Welcome to the Full-Funnel B2B marketing podcast hosted by Andrei Zinkevich and Vladimir Blagojevic from FullFunnel.io. Every week with B2B marketing professionals we dive deeply into topics as a B2B marketing strategy, full-funnel marketing, demand generation, lead nurturing, sales and marketing alignment, sales and marketing automation, content marketing and account-based marketing (ABM). Our goal is to share proven advice with B2B marketers & foundersof tech companies to increase their sales pipeline, scale revenue, and customer growth.Learn more about full-funnel b2b marketing here: https://fullfunnel.io