Building Brand Awareness in 2025
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
2 min read
Sarah Campagna Tue, Sep 27, 2016
According to a recent Gallup report, only 29% of B2B customers are engaged or feel a strong connection with the companies they buy from. Often a lack of engagement is caused by poor customer service or difficulty doing business with the company. This situation represents a significant loss of growth opportunities for B2Bs.
Our recent customer service nightmare: It’s a Thursday morning, and there’s unrest in the Launch office. Sounds of disbelief. One of our clients is having issues with their website, and our team is on the phone with the hosting company. After having ignored a series of emails, the customer service rep tells us that the tech “doesn’t take phone calls” and then hangs up on us.
While this blatant example of poor service might be one of the most extreme we’ve encountered, we often witness customer service failings in our visits to technology and advanced manufacturing companies. Things like:
Marketing and sales alignment is a common challenge, but marketing and sales strategy has real yet often overlooked implications for customer service. Inbound marketing, for example, doesn’t just generate web leads—it makes the phone ring. Trickle-down effects include:
From our marketing assessment to day-to-day outsourced marketing execution, we’ve worked a few steps into our process to identify and address these gaps:
These tips may help you identify and address gaps in sales, marketing and customer service alignment. For more insight on building customer relationships and brand loyalty, download our 10 Tips for Connecting with Customers.
Increasing brand awareness is a top goal for B2B companies in 2025. But what is a brand? And how can you evolve it to meet your changing company...
Why Even Innovation Powerhouses Struggle to Launch Breakthrough Products (and How to Fix It) In recent years, product launches have slowed. Even...
We work with B2B leaders every day who have extensive marketing data, but don't know what to make of it. It's hard to know you're on track to meet...