Samuel Scott






B2B Marketing and Branding Speaker Samuel Scott

by | May 23, 2019 | Marketing Essays


How Building a Brand is the Ultimate “Growth Hack” in B2B Marketing

In this fun and informational keynote that can include props, Samuel will discuss the benefits of a strong brand, product marketing versus brand marketing, the importance of mental availability and brand equity, examples of good B2C and B2B branding, how to build a brand, and how to manage and measure mental availability brand equity. After all, B2B marketing is more similar to B2C than people think.

Actionable takeaway: Build B2B brands that will get leads today and tomorrow, increase conversion rates, raise pricing power, receive media coverage, and attract more talent.

What This Speech Covers

  • What is a Brand?
  • The Benefits of a Strong Brand
  • Product Marketing vs. Brand Marketing
  • Examples of Good B2C Branding
  • Examples of Good B2B Branding
  • Only 5% of B2B Buyers Are “In the Market” At Any Time
  • How to Build a B2B Brand’s Mental Availability and Brand Equity
  • How to Measure and Manage Mental Availability and Brand Equity

For more detail, please read these B2B columns of mine in The Drum:

First: Should B2B content marketers focus more on advertising?

Second: An exclusive look at new B2B marketing research

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