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Top leaders discuss how B2B brands can stand out in the digital era

One of the insights was that a B2B buyer’s journey in the near future will have three key elements—education, engagement, and experience

At the 12 th edition of HT Brand Studio Live in Mumbai on Tuesday, top marketers discussed the fundamentals of building a strong B2B brand on the internet. HT Brand Studio Live is a series that gets the brains behind India’s top brands to decode marketing innovations and more. The event is co-hosted by HT Brand Studio and DMAasia.

“In the next 5-7 years," said Kaustubh Nande, Director-Marketing, MSC Software, “a B2B buyer’s journey will have three key elements—education, engagement, and experience."

According to Nande, content will also be a key differentiator for B2B brands, with many “businesses winning or losing through content". The need of the hour, therefore, is to combine the power of narratives with the distribution power of social media, he added.

Said Rajesh Kumar Jindal, Vice President & Head of Marketing (India Region), UiPath, “B2B marketing has been traditionally sales-led. However, things are changing there because of the rise of digital technology. Users have found voices that were hitherto suppressed."

Jindal also spoke about bottom-up marketing, which, he said, was the driving force behind authentic brands. Roshni Das, Director – Marketing at Intel India, highlighted that although the basics of B2B and B2C marketing remain the same, the former revolves more around building long-term customer relationships.

“A large enterprise is not only interested in the solution that you offer to it. It also wants a long-term knowledge transfer plan. There is an implicit commitment of keeping engaging storytelling going on," she added.

Das also outlined how, in the B2B space, credibility is built not only on the basis of the interactions that you have with your customer, but also how much you know about your customer.

Srihari Gopinath, Director-Marketing, Hewlett Packard Enterprise, spoke about how resilient brands are built when you stand by your customer in both their good and bad times.

He added that “unless the innovation engine is alive and kicking, it is very difficult for a B2B brand to sustain today."

This episode was the last of the five episodes to be webcast from the iconic BSE, formerly known as Bombay Stock Exchange. To watch the previous episodes, please click here.

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