Q&A: What Are the Keys to Effective B2B Branding?

Hint: it doesn’t have to be as dull as a stock photo of a business meeting

It’s one thing to raise awareness of a consumer brand among the general public, but B2B audiences are even tougher in many ways. They don’t just want a catchy campaign, a clever social feed or, say, a tasty snack–they want products that will help them do their jobs better and deliver visible career benefits.

And yet, a recent survey conducted by Omnicom’s global branding firm Siegel+Gale revealed that B2B marketers and PR professionals might have something to learn from their B2C brethren: relate to your customers as living, breathing people rather than streams of behavioral data broadcast from office cubicles.

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