The path to higher efficiency in B2B marketing leads through branding

When it comes to B2B marketing, we often encounter two opposing views: some claim that it is practically no different from B2C, while others insist that B2B is a completely different world. So, what’s the reality? While target audiences and purchasing behavior differ in B2B, one thing remains true: marketing communication focused on branding, evoking emotions, and building trust works. Marketers who aim to maximize performance solely by focusing on lead generation and rational arguments will paradoxically be less effective.

Just like in other areas of marketing, some things—such as the role of branding—are timeless, while others evolve. Today’s B2B customers are far more self-reliant and no longer rely solely on personal contact with a salesperson. Instead of engaging with a salesperson at the beginning of their customer journey, they often do so only near the very end, when they already have a clear understanding of their needs and potential solutions.

On the advertiser’s side, media inflation also comes into play, increasing acquisition costs. Achieving the same results often requires greater investment. Along with this, we see that "performance" campaigns are reaching their limits, as they only target a limited group of potential customers who are ready to buy immediately.

The Specifics of Today’s B2B Environment

The idea that the customer journey is linear and follows predetermined stages set by marketers is generally misleading. A key phase, referred to by Google as "the messy middle," describes how potential customers switch between different channels, search for more information, revisit previous steps, refine their knowledge, and—especially in B2B—discuss their findings with other stakeholders involved in the purchasing process.

Statistics from LinkedIn B2B Institute, CEB, and FocusVision highlight the complexity of the B2B landscape:

• 40% of B2B transactions take longer than a year.

  The decision-making process is often longer and more complicated compared to B2C. B2B campaigns must be based not only on customer insights but also on an understanding of the buying cycle.

• 7 out of 10 customers conduct independent market research before contacting a salesperson.

  What does this mean? If your brand isn’t visible early on when the customer starts identifying their problem, there’s a significant risk that it won’t even make it onto their shortlist of potential solutions.

• The 95:5 rule applies

  —95% of potential customers are not ready to buy at any given moment. Marketing communication is therefore not primarily about immediate conversion but about

  building memory structures

  so that when the customer faces a relevant problem, your brand comes to mind.

• B2B marketers are often pressured to generate leads

  , but if marketing communication doesn’t cover the entire customer journey, opportunities are lost. At Marketup, we address this challenge by integrating diagnostics, strategy, data, content creation, and campaigns.

Even Lead Generation Campaigns Must Build Trust

Successful B2B marketing communication must be built on a solid foundation—and that’s not just a cliché. Without these foundations, messaging tends to become generic. This creates a paradox where campaigns contribute to building the entire category rather than the advertiser’s brand, making investments inefficient and ultimately benefiting competitors—often the market leader.

So how should B2B marketing communication be structured to be systematic rather than random? We believe the process doesn’t have to be complicated. Our approach includes a few clear steps:

1. Market and Customer Diagnostics

Every project begins with a thorough analysis:

• Understanding the target audience

  —Identifying customer needs, expectations, and purchase barriers through in-depth interviews, focus groups, or online research.

• Competitive analysis

  —Identifying the strengths and weaknesses of competitors to uncover differentiation opportunities.

• Mapping the customer journey

  —Gaining a detailed view of the key decision-making moments and interactions with the brand.

2. Strategy Development

A strategy, in our view, is not just a theoretical exercise but a practical reference point that guides all subsequent steps. It includes:

• Defining the value proposition

  —What problem does the brand solve, and what is its primary benefit? This foundation shapes long-term communication and differentiation from competitors.

• Selecting the right communication channels

  —Although digitalization is advancing, personal contact (e.g., events) remains crucial for many B2B brands. We set up the right communication mix to engage the target audience and capture their attention.

• Developing a creative concept

  —Creating a foundation for long-term communication through campaigns that resonate with customer emotions and needs.

3. Content and Campaigns

Content is a key element of any B2B strategy. Marketup focuses on:

• Inspirational content

  —According to a study by WT Commerce & Technology,

  66% of B2B buyers prefer suppliers who can inspire them

  .

• Balancing broad reach with personalization

  —Using

  Account-Based Marketing (ABM)

  enables targeted communication at the company level.

• Lead generation and nurturing

  —Creating campaigns aimed at acquiring leads and processing them through automated emails and remarketing.

4. Analytics and Optimization

To maximize efficiency, we leverage analytical tools:

• SEO and UX audits

  —Identifying opportunities to improve website visibility and user experience.

• Conversion rate optimization (CRO)

  —Testing and implementing changes to increase conversion rates.

• Consolidated reporting

  —Integrating data sources for a

  comprehensive

  view of campaign performance.

Tailored Solutions

Marketup provides services covering the entire process—from analysis and strategy to execution and optimization. However, some clients already have certain elements in place, such as proprietary research or a clearly defined value proposition. In such cases, we integrate existing components into the overall process, ensuring that each client receives a solution tailored to their real business needs.

Growing Together

It’s important to remember that marketing and marketing communication are not the same. Other elements of the marketing mix—such as distribution, pricing, and the product itself—play a crucial role. Additionally, external factors, including macroeconomic conditions, regulations, new competitors, and industry disruptions, also come into play. Internally, alignment between sales and marketing is key.

We help clients take a holistic approach to marketing, considering all relevant factors. Through our partners, we also cover additional areas, such as CRM and CDP systems essential for cross-team collaboration. We believe that in B2B, the path to growth lies in genuine partnership-based collaboration.