Personal branding is becoming a super strategic ally in B2B sales model marketing strategies. The fact that company employees—especially those in high positions and sales—position themselves as experts in the industry builds trust among buyers and potential buyers. Additionally, it fosters a different type of connection, one that seeks long-term relationships rather than just the “check” of a completed sale.
Before delving into personal branding and offering some recommendations, let’s delve a little into the differences between B2B and B2C models so you can follow along.
B2B vs B2C
The B2B business model has taken its time to land in the world of digitalization. Digital transformation, however, has knocked on its door and inevitably had to be opened. As we know, in the B2B model, commercial transactions occur between two companies: one acts as a provider and the other as a buyer. This often makes sales processes more complex and long-term based, highlighting the need for a solid and well-thought-out marketing strategy.
Those more accustomed to the B2C model, where companies communicate with end consumers, will also be familiar with marketing that aims to connect with consumer emotion. In B2B marketing, it’s different. Companies aim to position themselves as leaders and experts in their industry. Therefore, the focus of communication strategy changes. The providing company aims to specialize and become an influencer in its industry, while the buying company seeks that knowledge, experience, and personalization.
Personal Branding in B2B
Why do we talk about Personal Branding in the B2B model? As mentioned earlier, the B2B model drives commercial relationships between companies. In an interconnected world, it is becoming necessary to remember that behind every company, there are humans. Personal Branding comes to marketing to remind us of this. For a company to be a specialist, it must be composed of trained and educated professionals.
In the digital revolution we experience every day, it’s important to remember that behind every company there are humans working and making decisions. So, no matter how B2B your business is, it’s essential that we focus on building genuine connections between people. Trust us: this will increase your sales and allow you to create long-term relationships!
What is Personal Branding?
Personal Branding is your personal brand. Simple as that. Now, we invite you to pause for a moment: have you ever thought about your personal brand? Like everything in marketing, developing your personal brand also requires a strategy behind it. Nothing is left to chance or done “without meaning.” That’s why, before you start working on it, you should consider why you would do it.
Generally, the goal of working on personal branding is to reach your target audience and position yourself as an expert in the topic or industry that interests you. For example, if you’re a Sales Director in the Wine and Spirits Industry, your goal should be to position yourself as an expert in that field, using a solid strategy and relevant content. In personal branding, it’s crucial to know why you want to be remembered and to work on your image effectively.
The importance of establishing your Personal Brand
People prefer to hear recommendations from individuals, not companies. In B2B marketing, we’ve often made the mistake of letting companies do the talking. Far from saying that this shouldn’t be done (the brand must be promoted), we like to emphasize the importance of letting the people within those companies speak as well. Therefore, our recommendation is that in B2B marketing strategy, you include managing the personal brands of the individuals within the company (especially executives and salespeople).
In the B2B model, decision-makers are influenced by other individuals who have traveled the path they are on. They seek information, recommendations, experiences, and data. If you manage your personal brand appropriately, you can potentially positively influence decision-makers. Establishing your personal brand will give you authority. And that authority will help you sell more.
What to consider when thinking about Personal Branding?
✔ Describe your target audience. In personal branding, just like in a marketing strategy, knowing your audience is fundamental. Keep in mind that personal branding in B2B is aimed at positioning you as an expert. This means you will use the appropriate channels and talk about specific topics. The goal is to become an influencer with expertise, not to showcase your personal life (these are very different matters!). When you know your audience, you can choose how to communicate with them, through which channels, etc.
✔ Define your objectives. Why do you want to develop your personal brand? If you have clear goals, you can implement your strategy and measure results. This way, you’ll know if you’re achieving what you set out to do, or if you need to make adjustments.
✔ Define the channels you want to be on. Keep in mind that nothing is arbitrary, and everything must be strategic. If you know your audience (step 1), you’ll be able to determine where to find them and choose the appropriate channels to focus on. Each social media platform has a specific objective and a unique way of being treated. Research before executing.
✔ Seek advice. Look for profiles that catch your eye and ask what they have done to position themselves. Choose an agency that can accompany you in the process.
Personal Branding in the B2B model can have a powerful impact. And the possibilities to develop it nowadays are so viable that your horizons expand. Are you ready to give it a try?
Experto en marketing digital con 18 años de experiencia, liderando equipos y participando en 500 campañas. Premios y resultados destacados.
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