The role of branding in B2B marketing

Brand positioning is only important for B2B companies if you’d rather not compete on price. If you’re comfortable you can undercut all your competitors and still maintain a profit margin, then you can skip this one.

If, on the other hand, you’d rather have clients willing to pay a premium for what you do, and value you for more than a great deal, then you may want to keep reading.

While many may associate branding with consumer products, its significance in the B2B sector cannot be understated. In this blog post, we will explore the importance of brand positioning, differentiation strategies, value proposition development, brand storytelling, consistent messaging and visual identity, and thought leadership in B2B marketing.

The Importance of Brand Positioning in B2B Services

Brand positioning refers to how a company differentiates itself from competitors in the minds of its target audience. In the B2B services industry, where businesses often offer similar solutions, a strong brand positioning can be a key differentiator. By clearly defining your unique selling points and communicating them effectively, you can establish your company as the go-to choice for potential clients.

Your brand positioning is quite simply the reason a potential client would choose you over a competing solution to solving their problem.

To figure out your brand positioning, it helps to triangulate it by knowing what problem your customers are trying to solve; what your capabilities are; where you are different from your competitors.

Differentiating Your Brand in a Competitive Market

In a crowded marketplace, standing out from the competition is essential. To differentiate your brand effectively, it's crucial to understand your target audience's pain points and tailor your messaging accordingly. Highlighting what sets your services apart and demonstrating how they address specific customer needs can help create a strong competitive advantage.

You want to take time to understand your ideal client and what the problem is they are trying to solve. Your messaging should focus on that and not your service or your company.

Developing a Unique Value Proposition for Your B2B Services

A value proposition is a concise statement that communicates the unique benefits customers can expect from choosing your services over others. When developing your value proposition, focus on addressing the specific challenges faced by your target audience and emphasize how your offerings provide tangible solutions or improvements. A well-crafted value proposition can help attract and retain clients by showcasing the value you bring to their business.

Your UVP is not a mission statement or a tagline. Your UVP is about your customer and what they can achieve, not what you can do. A simple formula for crafting your UVP is:

“We help (your target audience) to (what they are trying to accomplish) by (what you help them do).”

Before you can fill in the blanks, though, you need to first:

  • Find your target audience’s major pain points
  • Uncover what differentiates you from the competition

Crafting a Compelling Brand Story that Resonates with Your Target Audience

Storytelling has always been an effective way to engage audiences emotionally. In B2B marketing, crafting a compelling brand story helps establish an emotional connection with potential clients.

Your brand story should communicate your company's mission, values, and the impact you have on your clients' success. By sharing real-life examples and showcasing how your services have made a difference, you can build trust and credibility.

Building Brand Equity through Consistent Messaging and Visual Identity

Consistency is key when it comes to branding. By maintaining a consistent message across all marketing channels, you reinforce your brand's identity and ensure that customers recognize and remember you. This includes using consistent language, tone, and visual elements such as logos, colors, and fonts. A strong visual identity helps create a sense of professionalism and builds trust among your target audience.

This consistency also build familiarity. Studies have shown that consumers place more value and trust in brands that they are familiar with - even if they haven’t dealt with those brands themselves.

Positioning Your Brand as a Thought Leader in the Industry

Establishing your brand as a thought leader in the B2B services industry positions you as an expert and influencer within your field. Sharing valuable insights through blog posts, white papers, webinars, or speaking engagements not only helps educate your audience but also enhances your credibility.

By consistently providing valuable content that addresses industry trends, challenges, and best practices, you can position yourself as a trusted advisor for potential clients.

To develop effective thought leadership content, you first need to understand your target audience’s pain points. What do they worry about? What keeps them up at night?

Once you have that, think of innovative, fresh ways to solve those problems. Don’t focus on sales or promoting your product, just provide solutions to your ideal client’s problems.

You can communicate your thought leadership through a blog, white papers, videos, a podcast. Or, better yet, use multiple channels to get your message out. And keep it going. Becoming a thought leader takes time. Don’t give up if you find you’re not getting any traction after three or four months. The payoff for making it work is definitely worth the wait.


In conclusion, branding plays a critical role in B2B marketing by helping companies differentiate themselves from competitors, communicate their unique value proposition, engage their target audience through compelling storytelling, build brand equity through consistent messaging and visual identity, and position themselves as thought leaders in the industry. By investing time and resources into developing a strong brand strategy, B2B services companies can effectively scale their business in competitive markets.

Do you want to stay ahead of the competition and elevate your B2B marketing strategies? Book a free strategy session and get some advice on how to make your brand stand out.

Scaling Your B2B Services Business: Marketing Strategies for Success

The pressure to make strategic decisions that yield long-term value, amidst the rapidly changing market dynamics and fierce competition, can often feel overwhelming. Which activities are most likely to yield the predictable growth you’re looking for?

In this blog post, we will explore effective marketing strategies that can help you scale your business and achieve your growth objectives.

Identifying target markets and defining buyer personas

Before implementing any marketing strategy, it is crucial to identify your target markets and define your buyer personas. Understanding who your ideal customers are and what motivates them will allow you to tailor your marketing efforts effectively.

To effectively focus your marketing efforts, it’s useful to narrow that focus to your top 20% of customers. One way I suggest companies define this is by analyzing their current customers and ranking them by profitability. And then taking that list and noting which ones refer the most business to you.

By doing this, you will have a clearer picture of the types of clients you want to attract more of. And once you have this, you can begin to define the common characteristics that make them unique and use that to create buyer personas to focus your marketing .

For more detail on this process, read this.

Crafting a compelling value proposition

To stand out in a competitive market, it is essential to craft a compelling value proposition. Clearly communicate the unique benefits and value that your services offer to your ideal clients. Highlight how your solutions solve their pain points and differentiate you from competitors. A strong value proposition will attract prospects and drive conversions.

And if you don’t have a strong value proposition, your prospects will resort to comparing you based on price, which is never advantageous.

A great way to get at what that core message should be is by talking to those ideal clients, your top 20%. The problem you solved for them, the value you provided to them, is precisely what will attract those trying to solve the same problem.

Another great approach it to do some competitor research and identify gaps that you can claim. More on that in the next section.

Conducting a thorough competitive analysis to gain a competitive edge

A comprehensive competitive analysis is crucial for gaining a competitive edge in the market. Study your competitors' strengths, weaknesses, marketing tactics, pricing strategies, and target audience. Identify gaps in the market that you can capitalize on and differentiate yourself from the competition.

Begin by pinpointing both your direct and indirect competitors through tools like Google, industry reports, and social media. Next, scrutinize your rivals' offerings—products, services, pricing, and quality—to spot trends and unmet needs your business could fulfill.

Analyze their online presence, content marketing, and SEO tactics to gain insights into effective customer engagement and differentiation opportunities. Leverage customer reviews of competitors to glean what clients cherish and what they find lacking, guiding the refinement of your Unique Selling Proposition (USP).

Use a SWOT analysis to gauge competitors' strengths and weaknesses, positioning your USP to capitalize on opportunities and mitigate threats.

Leveraging digital marketing channels to reach your target audience

Digital marketing offers numerous opportunities to reach your target audience efficiently. Utilize social media platforms, content marketing, email marketing, search engine optimization (SEO), and pay-per-click (PPC) advertising to generate brand awareness and drive qualified leads.

Which tools you will use will depend on your ideal customer. Where do you need to be to get in front of them at the right time? To really understand this you need to do some customer journey mapping.

Implementing effective lead generation strategies to drive sales

The lifeblood of every B2B business is leads, well it’s actually customers, but it starts with leads! In an attempt to generate more leads, you can throw a lot of money at a lot of things these days – online ads, social media, radio, and the next new thing that the internet comes up with.

It’s frustrating, to say the least.

There are really seven areas you need to focus on to maximize lead generation and conversion:

  1. A core message and strategy of difference
  2. A website that converts leads
  3. SEO to make sure they find you
  4. Customer reviews and referrals
  5. Social media to create awareness and build trust
  6. Online advertising to capture people ready to buy
  7. Real time reporting to see what’s working and adapt quickly

You can learn more about these in The 7 Steps to Marketing Success.

Building brand awareness and credibility through thought leadership initiatives

Establishing yourself as a thought leader in your industry builds brand awareness and credibility. Share valuable insights through blog posts, industry publications, speaking engagements, or webinars. Position yourself as an expert in your field by providing educational content that addresses common challenges faced by your target audience.

Maximizing the impact of content marketing to attract and engage prospects:

Content marketing plays a vital role in attracting and engaging prospects throughout their buyer's journey. Create high-quality content that educates, entertains, or solves problems for your target audience. Use a mix of formats such as blog posts, videos, infographics, case studies, or podcasts to cater to different preferences.

When creating content it’s important to be strategic. There is a lot of content out there and it’s getting harder and harder to get noticed.

To help get your content noticed, and actually help you have to create less of it, you should align your content to each stage of the customer journey and use it to answer the questions your ideal clients have at each stage.

Setting measurable marketing objectives and key performance indicators (KPIs)

To track the success of your marketing efforts, it is important to set measurable objectives and key performance indicators (KPIs). These could include metrics such as lead generation, conversion rates, website traffic, or customer retention. By setting clear goals and tracking progress regularly, you can optimize your strategies and ensure they align with your overall business objectives.

Ensure that your marketing metrics have a direct correlation with your overall business goals. This alignment ensures that your marketing efforts contribute to the broader objectives of the company, providing value beyond just the marketing department.

Monitor these KPIs regularly. Don’t just set them and forget them. And if you’re getting reports from your marketing team or an agency, don’t be satisfied with the results at face value. Push these folks to tell you what the results mean and what actions they’ll be taking as a result of them.


Achieving predictable growth for your B2B services business is indeed possible with the right marketing strategies in place. By identifying target markets, crafting a compelling value proposition, setting measurable objectives, conducting competitive analysis, leveraging digital channels, implementing lead generation strategies, building brand awareness through thought leadership initiatives, maximizing content marketing impact, and measuring performance, you can achieve sustainable growth and success.

Remember to adapt your strategies as needed and stay up-to-date with industry trends to stay ahead of the competition.

Want to get a powerful baseline of what’s working and what’s not with your online presence? The Total Online Presence Audit give you that PLUS a roadmap to fix critical elements and a plan of action to attract more of your deal customers. Book yours today!

fast cash marketing campaigns

6 Marketing Campaigns You Can Run to Generate Revenue Right Now

Playing the long game, building your brand, establishing yourself as an expert, nurturing your leads are all great and proven strategies that every B2B business should be using, but sometimes you just need to generate some activity and revenue fast. Here are six simple campaigns that you can run today to generate some sales.

The premise behind most of these campaigns is that you already have people who are likely to pay money again, but you just haven’t asked them.

Many of them don’t require fancy automations or tools, they’re just straightforward ways to generate some revenue fast.

Campaign #1 – Call your past customers who have not purchased recently

The fastest path to more revenue is through the phone line. For this campaign you are going to call all of your past customers. That’s right, pick up the phone and actually call them. Here’s how it will work …

First, pull a list of all your customers – right from the very beginning. Then remove any customers who are active, whatever that means to you and it will depend on your business and sales cycle.

Once you have a list of all non-current customers, sort them by “last purchase date” with the most recent purchases first. You’ll likely have better luck with the recent past customers so start with them and work your way back to the older ones.

If you don’t have phone numbers for these people find a way to get them. If your customers are other businesses, you can do a Google search, or use one of the many third-party systems out there.

Campaign #2 – Email all past customers

This campaign is intended to support Campaign 1. Start by emailing your past customers on the list you created in that first campaign.

Then, when you call them, tell them you are calling to follow up on the email you sent. This is a warmer way to get into the conversation. And if they haven’t seen that email, they’re more likely to feel obliged to talk to you.

Your email can simply ask them if they have five minutes to hop on the phone to talk about whatever it is that you help them with.

If you weren’t able to find their phone number using other methods, you can ask them the best number to reach them at in the email.

Campaign #3 – Calling your ideal customers and asking for a referral

Your ideal customers are best defined as those customers who are most profitable and who refer business to you. In most companies, this accounts for about 20%. They already love you and you love them because they are profitable and would love to have more customers like them.

In this campaign, you’re going to simply call those folks up and ask them if they know anyone who has a similar problem as them who they could refer you to. Here’s a sample script:

Hi Dan, it’s Michael. Did I catch you at a bad time?
OK great, thanks. As the month/quarter/year winds down, we’re looking to bring in one or two more clients that we can help. I was calling to see if you had anyone in your network that could use our services. Totally no pressure, but you’re one of our best clients and we’d love to have more like you. Referrals are a great way for us to grow with great people.

(Discuss the fit if they have anyone)

Awesome. Are you open to making a 3-way email introduction?

Perfect! Once I get that introduction, I’ll personally respond. And if we end up working together, I’ll let you know. No matter what happens, I’ll let you know what happens with the relationship.

Campaign #4 Calling warm leads

There are all kinds of fancy, high-tech ways to nurture and warm a lead, but one of the most direct and simplest ways is using the phone.

Depending on your business, you’ll need to define which leads are the warmest. If you don’t have a formal way to score leads consider those who have had a sales conversation but not purchased, or have downloaded something from your website, or attended on online demo.

However you determine the list, get that list and then, pick up the phone and call them. Have a sales conversation. Task yourself to call 5 or 10 leads a day. If you aren't the person who has the sales conversations then maybe delegate that to the right team member. Keep doing it until you achieve your revenue goal.

Campaign #5 – Email all warm leads with a promotion

Once you’ve finished your phone campaigns and exhausted all your past clients and leads, you can move onto a larger-scale email campaign.

Try hosting a live webinar. It doesn’t have to be complicated. Create a 30-minute webinar that provides 2-3 pieces of useful information for your target audience.

Create a compelling title that will grab their attention – hint make it about how they can get a big problem solved, not how awesome you are (unless that is a direct link to their problem).

Then you’re going to send a minimum of three emails out to those same people you’ve been calling and you can expand the list a bit if you like.

Sent the emails out over the course of a week and hold the webinar within 10 days of the first email.

In the webinar, after providing the value transition to call-to-action. To sign up for a free trial, or book a strategy call, whatever that logical step is to move them to the next stage in the buying process.

If webinars aren’t something you can do, you can use this strategy using another promotion. It could be a useful tool they can download or a discount.

Be careful with discounts. Use them sparingly and make sure you aren’t running campaigns that don’t actually make you any money because of the discounts.

Campaign #6 – Increase your price by your profit margin

If you sell a product with a profit margin less than 30%, consider increasing your product price by your profit margin. That will mean customers are paying marginally more for your product but you're receiving double the profit.

For example, if you sell a something for $100 that costs $85 to produce and deliver, increasing your price to $115 doubles your profit.

You can take steps to justify the price increase by increasing the perceived value of your product. Consider adding in bonuses or tweaks to packaging that don’t cost you money. Maybe add additional ancillary services. You could also try running a partner marketing campaign and providing coupons for other businesses’ services in exchange for granting them access to your customers.

Think about all the different ways that you can increase the perceived value of your product so you can justify your price increase, and quickly and easily double your profits.

Give these marketing campaigns a try and watch your grow revenue right now. But keep in mind, these are not a replacement for a proper marketing strategy. Done right, they’ll provide you with a quick boost of cash, but they won’t work month-after-month.

For that kind of predictable growth you need a proven marketing system. Did I mention, I can help you with that? Learn how here.

using competitive research to create your unique selling proposition (USP)

Conducting Competitive Analysis to Identify Your Unique Selling Proposition

Lots of marketing gurus will tell you that it's important to differentiate your business from the competition, but do you know why?

Let me ask you this. What do you think your potential customers will use to compare you to the competition if you haven’t taken steps to make yourself stand out?

It’s one of the biggest mistakes I see businesses make.

If you don’t give them any other yardstick to use, your potential customers will default to comparing you based on price.

You are literally creating a legion of price shoppers who don't value your quality or expertise, always want the best deal, and will jump ship the moment someone else undercuts you.

You don’t ever want to be in that position and you don’t need to be. In this post, I’m going to show you how you can use competitive research to help identify your business's unique selling proposition (USP).

7 Steps to Use Competitive Research to Create a USP

1. Identify Your Competitors

Sounds obvious but start by listing direct and indirect competitors. Use tools like Google, industry reports, and social media to gather a comprehensive competitor landscape.
 To really get at this, you need to know the precise problem your clients are trying to solve. When you get clear on that, you may find some non-obvious solutions (competition) comes to mind.

2. Analyze Their Offerings

Once you have your list examine the products, services, pricing, and quality of your competitors. Look for patterns in their offerings and identify gaps your business could fill.

3. Assess Their Marketing Strategies

Study their website, social media presence, content marketing efforts, and SEO strategies. Understanding their approach to customer engagement can offer insights into market expectations and areas for differentiation.

4. Gather Customer Feedback

Customer reviews and feedback on your competitors can provide valuable insights into what customers value and what they feel is missing. This information can guide the development of your USP.

5. Monitor Market Trends

Keep an eye on industry trends and how your competitors are adapting to these trends. This will help you anticipate market shifts and align your USP accordingly.

6. Evaluate Their Strengths and Weaknesses

Use a SWOT analysis to objectively evaluate the strengths, weaknesses, opportunities, and threats of your competitors. This will help position your USP to leverage their weaknesses and your strengths.

7. Test Your Findings

Validate your competitive analysis by testing your conclusions with market research, surveys, or A/B testing to ensure your identified USP resonates with your target audience.
 Even test drive it with some of your current ideal clients and see if it resonates.

How a Fractional CMO Adds Deeper Value

A fractional Chief Marketing Officer (CMO) can significantly enhance this process with expertise in market analysis, strategy development, and execution. My expertise lies in crafting strategies that identify and capitalize on your USP, ensuring your marketing efforts are effective and efficient. Book a free strategy session, and let's talk about your business.

do you need a fractional cmo?

7 Signs Your Company Needs a Fractional CMO

What is a Fractional CMO

A Fractional CMO is a marketing leader who works with your business to develop and implement effective marketing strategies on a part-time basis. Many businesses need the expertise of a senior marketing leader to take them where they want to go but can’t afford or aren’t ready for a full-time CMO. A Fractional CMO is usually the answer for those companies.

Signs Your Business Needs a Fractional CMO


1. You’re experiencing stagnant growth

When growth plateaus, it's often due to outdated strategies or missed opportunities. You need a different mindset to get you out of that state than the one that got you into it.

A Fractional CMO can inject new life into your growth plans by identifying untapped markets, refining your value proposition, and developing innovative strategies to capture new business segments.

2. You lack a true marketing strategy and someone accountable for it

If your sales team is creating their own marketing material, or your marketing team is be reacting rather than planning.

A Fractional CMO utilizes their expertise to develop a sound marketing strategy to move your business forward and then manages all the players to make sure the work gets done and KPIs are met.

3. You’ve got client acquisition and retention challenges

Struggling to attract or retain clients signals a need for better engagement strategies. A Fractional CMO can introduce targeted marketing campaigns, develop personalized client experiences, and implement retention and referral programs to improve both acquisition and retention rates.

4. You’re having trouble attracting and retaining staff

Struggling to fill vacancies isn’t just (or at all) and HR problem, it’s really a marketing problem. Why isn’t your brand resonating with the people who could fill those roles and help you grow?

A Fractional CMO can identify the weaknesses in your brand and the gaps in your approach to help candidates see themselves as part of your team by creating and implementing an effective recruitment marketing strategy.

5. You have limited marketing resources

Limited resources often lead to inefficient marketing. A Fractional CMO, with their expertise, can maximize your marketing budget, focusing on high-ROI activities and streamlining efforts to ensure the most effective use of resources.

They can also build and manage your team to create a powerhouse marketing function for your company.

6. Your marketing efforts are inconsistent

If your marketing activities are not having the impact you intended it could be because they are inconsistent. Disjointed marketing efforts can harm your brand's perception and fail to engage your ideal clients.

A Fractional CMO brings coherence and consistency to your marketing initiatives, ensuring all campaigns are aligned with your firm's goals and presenting a unified brand message.
 They become wholly accountable to overseeing implementation of the plan they create and achieving the desired KPIs.

7. You lack a marketing strategist with executive marketing insights

You may have a team that can execute marketing tactics, but without a leader who can apply their in-depth marketing knowledge to develop a sound strategy, firms may struggle to compete – and marketing teams may not grow and evolve.

A Fractional CMO fills this gap by bringing their extensive experience to the table, guiding your team through the complexities of modern marketing and staying ahead of industry trends.
 By mentoring your team, they will grow and provide a stronger long-term asset for you.

Recognizing these signs and acting on them can be the key to transforming your firm's marketing efforts. A Fractional CMO is not just a stop-gap solution; they are strategic partners who can propel your firm towards long-term success.