全人安布思沛-B2B模式：加速新品牌增长（英）

TOTAL PERSON B2B APPROACH: ACCELERATING NEW BRAND GROWTHIN A WORLD WHERE OUR BUSINESS AND PERSONAL LIVES HAVE CONVERGED, SO SHOULD BUSINESS COMMUNICATIONS. IntroductionThe B2B buying process is more competitive than ever before, with the gap between a winning and losing brand shrinking 78% since 2021. B2B brands are at a critical moment that requires them to understand their customers’ motivations, needs, behaviors, values, and decision-drivers to earn attention and consideration in today’s business environment. However, too many B2B brands focus on the rational and functional messaging and not enough on the emotional and value-driven brand building that creates relevancy and trust with business decision makers.B2B buyers’ decision drivers are becoming more personal, and emotionally led. In 2021 only 38% of decision drivers were personal – today that number is 52%. When considering companies to hire for B2B products and services, B2B buyers’ top considerations are seeking brands that are known as thought leaders in their category, are a good company to work for, and make them feel safe to do business with them.According to dentsu’s 2024 Superpowers Index, B2B brands that fully deliver across the professional and personal decision drivers see better performance than those who do not, including:•Converting opportunities to sales faster with average sales cycles being 27% shorter.•Driving nearly 3 times increased spend from their customers in the future (33% versus 13%).•Achieving almost twice the adoption rate for their products and services (41% vs 23% for other brands).•Receiving significantly higher Net Promoter Scores (+83 vs +23 for other brands). So, what should B2B marketers do to become future-ready for the new wave of B2B total-person marketing?2.IMPLEMENT A TOTAL-PERSON B2B APPROACH.At iProspect, we start every B2B engagement by first painting a picture of the Total-Person B2B Buyer that will drive business growth. We aim to understand their current relationship with your brand, your competitors, and the other content and media that capture their attention.What is Total-Person B2B? Simply, it is looking beyond titles and job descriptions when identifying ways to connect. It’s also an important foundation for account-based experiences (ABX), delivering one-to-one personalization across the buyer journey. The average B2B buying decision takes more than a year (379 days) – and to keep your buyer’s attention for that long, personalization through ABX and the breadth of a Total-Person B2B approach is a must.Combining the powers of Merkury, our global data, identity, and insights platform, with our Superpowers Index, we start by looking at who potential and current customers are. We learn what their role is in the decision-making process and what matters to them in their job. We learn about the qualities they value in themselves and others and what motivates them each day. We learn the other brands they have preference for and how they spend th