The impact on marketing success and return-on-investment
Reality-based brand positioning can have a direct financial impact. And that’s a reality. Some technology and business-to-business marketers might think that branding and brand positioning is just for big consumer products. Think again. People don’t just buy products. They buy brands. For both “left brain rational” and “right brain emotional” reasons. That goes for business products and services too.
More specifically, here are a few ways effective branding and positioning can pay off on the bottom line in business-to-business marketing:
- Your message resonates with prospects. You improve response rates, get more leads, open new doors for salespeople who become more effective
- Your company is credible. The takeaway is, “This is the kind of company I want to do business with.” Rationally and emotionally. This supports every phase of the sales cycle and helps close the sale
- Continuity of message in all platforms creates synergy. There’s a snowball effect when all tactics support each other. Instead of waste, you get leverage
- Internal alignment improves performance. Because your marketing strategy is based on realities and not hype, everybody gets behind it
Using our reality-based approach over the past 25 years, we have reversed sales declines, ramped up revenue, speeded start-ups to profitability, launched new products that exceeded projections, and helped clients increase market share.
For more on our reality-based process for branding and positioning, see
what is reality-based marketing.