BRAND THE UNBREAKABLE FRAME

MARKETING TECHNOLOGY
FOR BRAND MARKETERS
SECTION II
Dictating and controlling this brand and
communications strategy is no small task.
From demonstrating ROI and securing budget
to attracting top talent and training employees,
the demands on brand marketers are high in
all areas of business. There’s little time to listen
to your audiences and, therefore, limited room
for agility or adaptation. What’s more, many
B2B and professional services organizations
lack the internal infrastructure needed to
measure and monitor client experiences and
gather feedback.
A NEW
GENERATION OF
DECISION MAKERS
Besides consumer brands’ influence
on customer expectations, business
marketers must now take into account
the motivations, behaviors and buying
habits of digital natives and, more
specifically, millennials. A term loosely
applied to those born after 1980, digital
natives are the next generation of
decision makers who are entering the
C-suite, launching startups and buying
professional services.
Fortunately for all of us, the
advancements in marketing
technology have helped to
overcome this hurdle. Although
challenges can vary across
industry or market, digital is an
empowering tool that allows
marketers to break down
organizational silos, listen
intelligently, respond quickly
and adjust plans in a nimble
way. This ultimately results in
a unified experience for the
customer by effectively closing
the feedback loop.
each group’s unique needs and
expectations. In turn, they will
uncover and understand the
data at their fingertips, applying
insights and finding the
alignment between their
audience(s), business strategy
and industry opportunities.
Millennials’ growing role in the
workforce and marketplace is not a
ground-breaking discussion; however,
it’s important to note this group’s
relevance in how brand continues to
evolve. Knowingly or not, this group is
demanding more out of B2B brands—
they desire to work for, and with,
companies that feel authentic and
real. The sea of sameness won’t cut it
with these folks. As the B2B industry
becomes increasingly commoditized,
establishing a strong brand is
paramount to achieving differentiation,
which is key to building true customer
loyalty, regardless of generation.
The role of the Brand Marketer in
this situation is to clearly identify
audience sets and understand
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