Illustration of three individuals, each shown on a laptop screen.
  • An online or offline ad that sends them to a branded website
  • A blog post or media partner article
  • A direct online or offline mail campaign
  • An ebook or whitepaper
  • An infographic
  • An in-person or online event or webinar
  • A shared online video or post on a social media platform
  • Referrals from an existing customer

 

 

 

 
Illustration of a list of reasons vendor relationships get stronger given by buyers.
Illustration of a list of reasons vendor relationships get weaker given by buyers.

 
  • Are honest and transparent
  • Create an emotional connection
  • Strive to educate instead of sell
  • Clearly showcase their values
  • Provide original content

 
  • Expanded reach: Building brand awareness with as many target customers as possible throughout an online campaign, such as native advertising, sponsored messages, and retargeting
  • Increased follower count: On social media channels to build long-term customer relationships
  • Deeper engagement: Getting target customers to interact with and share B2B branded content to increase its visibility and trustworthiness

 

 

 
  • Treating each post as a one-on-one conversation with target customers
  • Diversifying content between blogs, videos, and downloadable assets
  • Creating unique content for different platforms – varying length and stories based on audience interests and preferences
  • Looking at web analytics data to identify trends in stories that customers are finding on a branded website or blog via search engine keywords
  • Engagement: Including shares, likes, and comments on branded ads and content
  • Pageviews: How many people visited the branded content page, company page, or website
  • Site visits: To the branded content page, company page, or website
  • Time spent: On a branded content page, company page, or watching a video ad
  • Bounce rate: How quickly people left the branded content page or website after landing on it
  • Referrals: Sent to the branded content page or website from other sources (e.g., influencer social media posts, shares, and emails)
  • Impressions: How many times the branded ad was seen
  • Leads generated: From branded content downloads and event signups
  • Click-through rate (CTR): How many people clicked on the branded ad unit(s)

 
  • Ad recall: Measures if surveyed test group members recalled seeing your ad in the past seven days
  • Aided awareness: Measures how aware members are of a brand or product
  • Product consideration: Measures how likely members are to consider a brand or product for their next purchase
  • Recommendation: Measures how likely members are to recommend a brand or product for their next purchase
  • Brand familiarity: Measures how familiar members are with a brand or product
  • Brand favorability: Measures how favorably members view a brand or product