How should marketing balance its traditional tactical roles with new strategic responsibilities? The golden opportunity is for marketing to step up, influence others, and drive change. A subset of marketing leaders has done just that. These leaders have earned a voice (and a seat) at the boardroom table and are driving strategic growth for their organizations.
As B2B marketers shift ever more resources toward positioning themselves as leaders in digital transformation, keeping up with the actual state of the market is essential. Today’s reality, according to ITSMA’s 2018 Digital Transformation Brand Tracking Study, is that a majority of large and mid-sized companies have moved well beyond the testing/piloting stage.
With its traditional business facing rapid commoditization, Vodafone wanted to become a leading player in the converging market for business communications and IT services. This called for a comprehensive B2B branding initiative and an overhaul of how it marketed to business customers, from large corporations to single-owner enterprises.
B2B technology and services companies are complicated. We have way too much to say and we end up confusing ourselves and everyone with whom we’re trying to communicate. The solution? A simple brand story that guides and anchors all the other content.
HCL’s recent branding campaign, “The Relationship Beyond the Contract,” provides a great case study in how companies can develop and execute a B2B brand message that goes far beyond a high-level tag line and rallying cry. The Awards Program judges were especially impressed with HCL’s use of LinkedIn as both a platform and a source of sponsorship, as well as the extensive use of employees as a channel to ensure message consistency.