#8. B2B branding: how it’s different, and what you can do to be #1 in your B2B market
Season 1: 'The Branding Series' / Episode # 8
'B2B Branding' Is A Bit Different From Consumer Branding. Branding Experts And Top Entrepreneurs Reveal What It Takes To Get It Right, Why It's So Important, And Whether It's Harder Or Easier Than B2C Marketing.
Guest Bios:
Neil Luo (https://www.linkedin.com/in/neil-luo/)is the Global Head of Growth at Airwallex (https://www.airwallex.com ), a $1 BILLION fintech start up.
Dr Rob Newman (https://www.linkedin.com/in/rob-newman-007757/) is CEO of ASX 200 online mapping technology provider, Nearmap. (https://nearmap.com.au).
Victoria Coster (https://www.linkedin.com/in/creditfixsolutionscreditrepair/) is a Telstra Business Person of the Year finalist 2019, and founder of Credit Fix Solutions (https://creditfixsolutions.com.au)
Rachel Bevans (https://www.linkedin.com/in/rachelbevans/) is branding expert and director of The Healthy Brand Company (https://www.thehealthybrandcompany.com/)
What to listen out for:
2.00 The story of IDA Ireland 'Right Place, Right Time' B2B branding campaign
8.29 The importance of emotion in B2B marketing
9.20 The example of Xero, 'beautiful business'.
12.23 How to segment the SME market when you're selling B2B
13.26 The 'trust barrier' is actually higher for B2B than for B2C
21.31 What is 'insight generation'
23.48 The role of courage in effective B2B branding
26.39 Recurring segment - NERD SUPER POWER
29.56 The long-term value of networking for B2B brands
34.59 Recurring segment - NERD UNDER PRESSURE
Resources and links:
IDA Ireland campaign https://wearesculpt.com/blog/b2b-social-media-campaigns/
'Cross the Chasm' by Geoffrey Moore. https://en.wikipedia.org/wiki/Crossing_the_Chasm
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Why do some ventures fail, while others grow like crazy? Is there a magic formula for business success, and if so, what is it?
In a documentary-style quest for answers, host Darren Moffatt talks to some of the best brains in marketing, advertising and technology. (In the first season alone, Darren has interviewed seven guests from companies worth a combined $2 billion!)
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Darren Moffatt is an award-winning business person who is passionate about entrepreneurialism. He is a recognised leader in both the financial services and digital marketing industries, and over a period of twenty years has helped hundreds of businesses grow.
He was one of the youngest bank managers ever, when he was appointed at just 25 years old. This gave Darren his first direct experience of small businesses and the important role they play in local communities.
After further corporate roles for an insurer, and for funds manager Challenger, he launched his first start-up in 2006. Three years later Darren was awarded ‘Broker of the Year’, and Seniors First remains today the largest reverse mortgage brokers in Australia, and has originated in excess of 2,000 loans.
In 2012 Darren co-founded a technology start-up ‘Facebook for Neighbours’ called Housenet. The social networking site was later awarded as one of the top 100 Innovations in Australia in the Smart 100 Index.
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