Full-Funnel B2B Marketing Show Episode 105: Brand strategy for B2B tech companies with Stapho Thienpont
Feb 27, 2023
01:04:17
Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel
Join 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 brand
RESOURCEST
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
EPISODE OVERVIEW
Here is how we develop a brand strategy for B2B tech companies
(Fullfunnel overview).
1. ๐๐๐ (๐๐๐๐๐ ๐๐๐๐๐๐๐๐ ๐๐๐๐ ๐๐๐).
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 journey
2. ๐๐๐๐๐ ๐๐๐๐๐๐๐๐ ๐๐๐๐๐๐๐.
- ๐๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง๐ข๐ง๐ ๐๐ง๐ ๐๐๐ญ๐๐ ๐จ๐ซ๐ฒ ๐๐๐ฌ๐ข๐ ๐ง.
Become a big fish in a small pond and create a new category for inside a lucrative one (riches in niches).
- ๐๐๐ฅ๐ฎ๐ ๐๐ซ๐จ๐ฉ๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง ๐๐ง๐ ๐๐ข๐๐๐๐ซ๐๐ง๐ญ๐ข๐๐ญ๐ข๐จ๐ง.
What makes your brand different from alternatives and competition? What value it provides that others donโt?
- ๐๐ซ๐๐ง๐ ๐๐๐ฅ๐ฎ๐๐ฌ & ๐๐ซ๐ข๐ง๐๐ข๐ฉ๐ฅ๐๐ฌ.
Whatโs the value or principles your brand translates?
Examples:
- Full-funnel marketing instead of lead gen.
- Building marketing function aligned with the buyer journey.
- ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐๐๐ฌ๐ฌ๐๐ ๐.
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. ๐๐๐๐๐๐๐๐๐๐๐๐.
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 activities
Stapho Thienpont ะพn Linkedin: https://www.linkedin.com/in/stapho/
Join 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 brand
RESOURCEST
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
EPISODE OVERVIEW
Here is how we develop a brand strategy for B2B tech companies
(Fullfunnel overview).
1. ๐๐๐ (๐๐๐๐๐ ๐๐๐๐๐๐๐๐ ๐๐๐๐ ๐๐๐).
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 journey
2. ๐๐๐๐๐ ๐๐๐๐๐๐๐๐ ๐๐๐๐๐๐๐.
- ๐๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง๐ข๐ง๐ ๐๐ง๐ ๐๐๐ญ๐๐ ๐จ๐ซ๐ฒ ๐๐๐ฌ๐ข๐ ๐ง.
Become a big fish in a small pond and create a new category for inside a lucrative one (riches in niches).
- ๐๐๐ฅ๐ฎ๐ ๐๐ซ๐จ๐ฉ๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง ๐๐ง๐ ๐๐ข๐๐๐๐ซ๐๐ง๐ญ๐ข๐๐ญ๐ข๐จ๐ง.
What makes your brand different from alternatives and competition? What value it provides that others donโt?
- ๐๐ซ๐๐ง๐ ๐๐๐ฅ๐ฎ๐๐ฌ & ๐๐ซ๐ข๐ง๐๐ข๐ฉ๐ฅ๐๐ฌ.
Whatโs the value or principles your brand translates?
Examples:
- Full-funnel marketing instead of lead gen.
- Building marketing function aligned with the buyer journey.
- ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐๐๐ฌ๐ฌ๐๐ ๐.
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. ๐๐๐๐๐๐๐๐๐๐๐๐.
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 activities
Stapho Thienpont ะพn Linkedin: https://www.linkedin.com/in/stapho/