Leadership Team - A powerful tool to B2B Brand Building

Marketing in B2B has a stark contrast than in B2C. Many B2B marketers overlook the scope of how they can leverage the aura around their business leaders to increase brand value.

Let's take a look at 4 key steps to leverage the leadership team to improve brand visibility in B2B segment.

Make the leadership team a part of professional groups, conferences etc. where your target audience is present

The leadership team is the face of the company to your existing and prospective customers. Business Leaders can be strong influencers on the social media platforms. They can help the marketing team in ensuring the information about the brand, new product releases, customer testimonials and other timely marketing information reaches the target audience. It is important to note that the content which is posted by the leadership team gives a sense of authenticity and commitment to the prospects.

Build Digital Persona of the Leadership team

Start by creating a LinkedIn profile, leadership blog etc. for each of the leaders. Start, by ensuring all relevant information about their past experiences, achievements - both professional and personal is available for the viewers. This ensures a strong digital persona of the leader. Once a sense of credibility is established, start posting the targeted marketing content with general posts around their experiences, leadership and their personality.

Build a critical mass of followers around each of the leaders

This is as important as the SEO, SEM done for the company's official website. The followers can be specific industry experts, consultants, analysts, employees and those you feel are important to achieving the marketing goals set out for the brand. 

Respond and act on the comments

This is one of the most important aspect. Nothing is more agonizing than posting comments for guidance or view points and get a response from the leader. Make sure that the comments posted on website,the leadership page, blog etc are responded appropriately. A response from a business leader will ensure that your brand is in good eyes of the prospective clients, employees and analysts.