Connectwell is India’s largest Terminal Block manufacturer. A brand that is proudly Indian, very dominant in India but also marketed to multiple global markets. In our journey with Connectwell, we have partnered them to recraft the brand and entire approach to marketing. After all, we are together building what we believe should be the worlds’ most respected Electrical & Electronics Components brand.
Building a Brand Guideline – The first step was to create the right and consistent brand guidelines. This is especially important when building a B2B brand because the general spend levels are not that high in comparison to B2C categories. Therefore, every touch point needs to reflect & build the brand.
Bringing in emotive storytelling to the communication – B2B communication typically tends to be a bit dry in general with left brained logic based communication approaches. We have always believed that B2B communication also talks to people and not organisations or committees. This has led to a completely refreshing way of communicating at the mainstream level (please see the videos). These were of course supported with content and case studies which tell the full product story.
Adopting B2B Best Practices – The other key step was to create a master marketing approach which was built around B2B marketing best practices. These have included
- Industry verticalization
- Content marketing across Blogs & Case studies
- Account Based Marketing
- Custom Audience Targeting approaches on Digital
- CRM Practices
Growing the Digital Discoverability – Growing the brand’s reach on digital, its search volumes, website traffic & improving its general digital discoverability has been an important part of the mandate. This has involved digital campaigns, Content and case study creation, Social media organic and paid campaigns.
The results have been encouraging
If you are managing a B2B brand, we would love to drop by and share more of our B2B work and more importantly discuss the emerging new thinking on B2B marketing. How the thinking has evolved over the years especially more recently with a strong emphasis on brand building.