Episode 105: Brand strategy for B2B tech companies with Stapho Thienpont

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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


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EPISODE OVERVIEW
Here is how we develop a brand strategy for B2B tech companies
(Fullfunnel overview).
1. 𝐈𝐂𝐏 (𝐈𝐃𝐄𝐀𝐋 𝐂𝐔𝐒𝐓𝐎𝐌𝐄𝐑 𝐏𝐑𝐎𝐅𝐈𝐋𝐄).
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. 𝐁𝐑𝐀𝐍𝐃 𝐒𝐓𝐑𝐀𝐓𝐄𝐆𝐘 𝐏𝐈𝐋𝐋𝐀𝐑𝐒.
- 𝐏𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠 𝐚𝐧𝐝 𝐜𝐚𝐭𝐞𝐠𝐨𝐫𝐲 𝐝𝐞𝐬𝐢𝐠𝐧.
Become a big fish in a small pond and create a new category for inside a lucrative one (riches in niches).
- 𝐕𝐚𝐥𝐮𝐞 𝐏𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐢𝐚𝐭𝐢𝐨𝐧.
What makes your brand different from alternatives and competition? What value it provides that others don’t?
- 𝐁𝐫𝐚𝐧𝐝 𝐕𝐚𝐥𝐮𝐞𝐬 & 𝐏𝐫𝐢𝐧𝐜𝐢𝐩𝐥𝐞𝐬.
What’s the value or principles your brand translates?
Examples:
- Full-funnel marketing instead of lead gen.
- Building marketing function aligned with the buyer journey.
- 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐌𝐞𝐬𝐬𝐚𝐠𝐞.
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. 𝐃𝐈𝐒𝐓𝐑𝐈𝐁𝐔𝐓𝐈𝐎𝐍.
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 оn Linkedin: https://www.linkedin.com/in/stapho/