B2B marketers should focus on business data and internal branding instead of trying to do too much at once, an expert has advised.

Lois Brayfield, president of J Schmid and Associates pointed out that marketers should ensure that every employee is focused on the brand message and ethos at every customer touch point.

Writing in Marketing Profs, she stressed that the key to successful B2B branding is learning to manage the brand experience so that perception of a company by prospects and email leads mirror what the firm’s brand promise is.

“To achieve that level of synchronicity, you’ll need to close the gap between who you think you are and who your customers think you are,” Ms Brayfield said.

She explained that one of the ways in which this can be done is by not trying to deliver on too many things.

According to SEO.com, marketers should always nurture their consumer lists and business lists because it is much easier to keep hold of old customers than to hunt for new ones.

Posted by Julie Knight, Managing Director – General Marketing, Industry News
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