Even without a dedicated brand marketing team, B2B tech companies can integrate brand elements into their performance marketing efforts. Here's how:
1. Define Your Brand Identity
• Conduct a workshop with key stakeholders to articulate your company's mission, values, and unique selling proposition
• Create a simple brand guidelines document outlining your voice, tone, and visual identity
Example: Atlassian defined its brand around making teamwork easier, which now permeates all its marketing efforts
2. Incorporate Brand Messaging in Performance Ads
• Identify 2-3 key brand messages that resonate with your target audience
• Test these messages in your Google Ads and LinkedIn campaigns
Example: Slack incorporated its "Where work happens" tagline into performance ads, improving ad relevance and click-through rates
3. Create Brand-Aligned Content for Lead Generation
• Develop whitepapers, case studies, and webinars that showcase your brand values and expertise
• Use these assets in your demand generation campaigns
Example: HubSpot's extensive library of educational content reinforces its brand as a thought leader in inbound marketing
4. Optimize Landing Pages for Brand and Conversion
• Ensure landing pages reflect your brand identity while maintaining conversion-focused elements
• A/B test different brand messages on landing pages to find the optimal balance
Example: Zoom's landing pages consistently reinforce its brand promise of frictionless video communication
5. Leverage Customer Stories
• Collect and showcase customer testimonials that highlight your brand's value in making your customer's business better
• Use these stories in case studies, ads, and landing pages
Example: Salesforce's customer success stories demonstrate how it empowers businesses, reinforcing its brand promise
6. Measure Brand Impact on Performance
• Track branded search volume over time
• Monitor changes in conversion rates as you incorporate more brand elements
• Survey new customers on brand perception and its influence on their decision
Example: IBM tracks how brand awareness campaigns impact lead quality and sales cycle length
By integrating these tactics, B2B tech companies can build brand equity and drive performance metrics. Start with one or two initiatives, measure the impact, and gradually expand your brand-performance integration efforts.