Use B2B branding to communicate environmental sustainability initiatives

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 01, 2021, 2:49 AM GMT+0

B2B companies should leverage marketing to communicate boardroom discussions about sustainability to win their clients' confidence.

As businesses evolve and become increasingly powered by integrated software and subscription programs, the requirement for B2B branding is more important than ever. Emotions, as well as technical and societal market trends, are encouraging B2B brands to communicate values, user experience, and inform brand messaging and behaviour.

B2B brands can boost subscriptions and keep clients engaged throughout the experience journey by being approachable and being a credible source of extensive thought leadership. B2B branding also allows businesses to differentiate themselves at the feature and product level.

With increased environmental concerns, B2B businesses can no longer afford to be ambiguous about their environmental initiatives. Also, as millennials occupy decision making roles, B2B businesses should offer personalised and seamless messaging and consistent experiences and invest in employee engagement programs.

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