This, That & B2B

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𝗔𝘀 𝗮 𝗕𝟮𝗕 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿 𝗵𝗶𝘁𝘁𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗠𝗤𝗟 𝘁𝗮𝗿𝗴𝗲𝘁 𝗶𝘀 𝗹𝗶𝗸𝗲 𝗵𝗶𝘁𝘁𝗶𝗻𝗴 𝗴𝗼𝗹𝗱. High fives all around!

But then you start to look at the conversion rates. They are getting worse. What do you do:

● Pour more money into Lead Gen.
● Roll out your emergency plan.  (More emails! More offers! Buy a list!)
● Invest in your Reputation.

While the first two options are so tempting for quick fixes, the real long-term solution lies behind door number 3: Investing in your Reputation.

𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 𝗠𝗮𝘁𝘁𝗲𝗿𝘀
Why? You want fewer, but better, handraiser MQLs, rather than sourced-from-anywhere-you-can-find MQLs.

I would often get frustrated with a high MQL target, when we should aim to land fewer, but higher converting h͟a͟n͟d͟r͟a͟i͟s͟e͟r͟ MQLs.
𝘈𝘳𝘦 𝘵𝘩𝘦𝘺 𝘮𝘰𝘳𝘦 𝘸𝘰𝘳𝘬? 𝗬𝗲𝘀.
𝘋𝘰𝘦𝘴 𝘪𝘵 𝘵𝘢𝘬𝘦 𝘵𝘪𝘮𝘦? 𝗬𝗲𝘀, 𝗮 𝗯𝗶𝘁. (But not as long as you may think.)
𝘋𝘰𝘦𝘴 𝘪𝘵 𝘱𝘢𝘺 𝘥𝘪𝘷𝘪𝘥𝘦𝘯𝘥𝘴 𝘥𝘰𝘸𝘯 𝘵𝘩𝘦 𝘳𝘰𝘢𝘥 𝘢𝘯𝘥 𝘶𝘭𝘵𝘪𝘮𝘢𝘵𝘦𝘭𝘺 𝘴𝘢𝘷𝘦 𝘺𝘰𝘶𝘳 𝘤𝘰𝘮𝘱𝘢𝘯𝘺 𝘮𝘰𝘯𝘦𝘺 𝘢𝘯𝘥 𝘵𝘪𝘮𝘦? 𝗬𝗘𝗦!

Building a strong Reputation is critical to getting those Golden Handraiser Leads. Why?

➤ 𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 is critical when buyers enter a buying situation as they rely on existing memories and associations (WARC, Unifying Brand to Demand, 2024)
➤ 𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 across a buying committee is the top reason a vendor makes a shortlist.
➤ 𝗥𝗲𝗽𝘂𝘁𝗮𝘁𝗶𝗼𝗻 is sited as the #1 reason for selecting the winning provider because the sell-in to the Buying Committee is sooo much easier. (Forrester’s 2023 Buyers Journey Study)

The challenge with focusing on Reputation is that it has a reputation (pun intended) as being expensive and time consuming. But it doesn’t have to be. More on this down the road. 

Last week I attended a B2B marketing event, and the topic of emotion in decision-making came up. I’ve always believed that emotion plays a significant role in B2B decisions... but comparing it to B2C? WHOA.

Historically, B2C buying has been labeled as emotional - think about buying a new car, finding the perfect gift or indulging in a little retail therapy.

Meanwhile, B2B decisions are described as rational: data-driven, logic-focused, all about numbers.

𝗕𝘂𝘁 𝗵𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘁𝗿𝘂𝘁𝗵: 𝗕𝟮𝗕 𝗯𝘂𝘆𝗶𝗻𝗴: 𝗜𝘁’𝘀 𝘄𝗮𝘆 𝗺𝗼𝗿𝗲 𝗲𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹.
𝘞𝘩𝘺? 𝘉𝘦𝘤𝘢𝘶𝘴𝘦 𝘰𝘧 𝘸𝘩𝘢𝘵’𝘴 𝘢𝘵 𝘴𝘵𝘢𝘬𝘦.
Let’s break it down.

In B2C, a bad decision might mean:
-You waste some money, maybe on a gadget you didn’t need.
-You end up with a product you don’t love, but… you move on.
-It’s annoying, maybe inconvenient, but rarely life-altering.

Now compare that to B2B. The stakes are sky-high.

A bad decision could cost you...
-Credibility with your team and leadership.
-Your professional reputation might take a hit (that’s hard to rebuild).

In the worst case? You could lose your job. That’s not just professional risk; that’s deeply personal.

𝗦𝗼, 𝘄𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝘁𝗵𝗶𝘀 𝗺𝗲𝗮𝗻 𝗳𝗼𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀?
It means we need to stop treating B2B buyers as purely logical decision-makers.

Sure, data, proof, and ROI matter. But emotion matters just as much, if not more. Build trust. Show you’re a partner, not just a vendor. Bring emotions into the equation: confidence, empathy, ambition and even (yes! please!) humor.

A great example is the now-iconic IBM tagline:
“No one gets fired for hiring IBM.”

It doesn’t just promise performance, it promises protection, credibility and peace of mind.

At the end of the day, B2B buying isn’t just about logic or numbers. It’s about people making big decisions with their reputation on the line.

So, let’s make B2B marketing more human. It could also be… a lot more fun (an emotion I’m quite fond of). 

In B2B marketing, reputation is everything. Just like Taylor Swift’s Reputation era, it’s all about owning your story, embracing authenticity, and making sure the right people take notice. For B2B brands, reputation is the foundation that keeps you top-of-mind for buyers and makes you the trusted choice before you even enter the room.

So, what does it mean for a B2B brand to enter its own Reputation era? Let’s dive into how a strong reputation sets the stage for B2B success and why it’s essential in today’s market.

In B2B, buyers spend nearly 70% of their decision-making journey narrowing down a shortlist and choosing a favorite before they engage with sellers. In fact, according to recent studies, 81% of buyers have already picked a preferred vendor before talking to anyone on the sales team. A strong reputation makes you a “go-to” choice that buyers feel they can trust without needing the hard sell.

For your brand, this means that building a trusted reputation should start early and be reinforced at every touchpoint. When your brand is the one buyers recognize as reliable and aligned with their values, you’re setting yourself up to be a top contender—even before the conversation begins.

When buyers finally engage with vendors, 85% of B2B buying groups already have set requirements. In this stage, they’re no longer exploring options; they’re seeking a partner that aligns with their strategic goals. Your brand’s reputation tells them that you’re not just another choice—you’re the partner who “gets it.”

By having a clear, consistent message that demonstrates reliability and expertise, your brand becomes that trusted partner buyers can rely on to meet their established needs and aligns with what your audience values and expects.

Today’s B2B buying decisions often involve 10-11 decision-makers, each with a unique perspective. It’s no small feat to capture the trust of a diverse buying team, and a strong reputation is key to building this consensus. With a well-established reputation, your brand resonates across departments, helping to unite a complex buying group around a single solution they can agree upon.

In a world where B2B buyers make decisions early, set their requirements ahead of time, and involve numerous decision-makers, having a strong brand reputation is more important than ever. Your brand’s Reputation era could be what sets you apart, elevates your credibility, and makes you the obvious favorite.

Links: 6Sense 2024 B2B Buyer Experience 

And for fun: …Ready For It? (Reputation, Taylor’s Version)

You’re in a competitive landscape where standing out feels like a daily struggle. Sales and marketing aren’t always aligned, and the customer experience can feel... well, messy.

You’re expected to drive more revenue and leads with fewer resources, often investing in initiatives without knowing what will stick. Meanwhile, buyer behavior has shifted, leaving you chasing leads that don’t convert—and spinning your wheels.

The Way Things Are Today

B2B marketers are under pressure. Today, up to 40% of new B2B customer revenue is expected to be driven by, and touched by, marketing.

At the same time … buyers do not want to be touched.

Buyers prefer a customer-led journey. According to 6Sense, 70% of the B2B decision-making process is complete before buyers reach out to sales. 

Oh, and it’s the buyer who wants to reach out to sales, not the other way around.

Even more telling: 84% of buyers ultimately choose the first vendor they contact. So, they’ve basically made their decision before they even talk to you.

What does this mean? 

This means your…

• Brand & Reputation need to be top-of-mind.
• Content needs to be engaging and always available. Here’s why:
  • New buyers consume ~12 pieces of content during the decision-making process, most of it before they talk to you.
  • Research is increasingly driven by AI, so your content needs to be AI-friendly. (Be careful about gating too much.)
• Sales conversations must align with marketing. Sales needs to meet buyers where they are in their journey, ready to close deals with individuals or across buying committees.

Rethinking Brand and Reputation. (And Doing It More Affordably.)

As a B2B marketer who’s had to fight for brand budgets, we’ve seen firsthand how ‘brand spend’ can be perceived as expensive and hard to measure.

But investing in your reputation—staying top-of-mind for buyers (remember, 84% choose the first vendor they contact!)—and connecting it to demand conversion is a powerful strategy.

And this doesn’t always require huge, flashy budgets. It’s about being scrappy, here are some examples:

• A Compelling Customer Promise that leads your messaging strategy. This is free! According to a WARC/LinkedIn B2B Institute study, even lower-budget efforts that led with a customer promise were 2.5X more likely to increase brand health and 3X more likely to increase market share.
• Peer Review Sites—listening to and responding to what customers say behind the scenes. These reviews are more credible than any paid ad.
• Your Website Experience. Does it reflect the best version of your brand? Does it offer competitor comparisons for AI engines to pull? Are you providing valuable, ungated content that builds trust?

When awareness is a problem, then you lean into paid media. But that’s not where you start.

When your reputation is solid, you’ll see:

• More leads and first-round opportunities.
• Higher conversion rates.
• Your executives will be sought after as thought leaders at industry events.

Content Strategy Today: Serving Customers and AI

Your content strategy needs to serve two audiences: people and AI.

Let’s start with people. Today’s buyers don’t want to hear about “speeds and feeds.” They need you to show that you understand their problems and can solve them. You also need to keep them engaged with personality—building trust and confidence.

One great content inspiration source? Sales. They’re on the front lines and know the customer pain points your solution solves. (This is a key component we use to develop strategy and a customer promise.)

But you can’t ignore AI either. AI-driven algorithms are now powering content discovery, so your content must be structured to be easily understood by these systems. High-quality, relevant content will rank better.

With this dual approach, you build trust with customers while ensuring your content is visible and discoverable in an AI-driven landscape.

Marketing’s Role: Prep the Buyer, Then Hand Them to Sales

With customer-led journeys becoming the norm, coordination with sales is more critical than ever. Buyers come to sales more informed and expect them to help navigate internal buy-in, especially with finance teams and buying committees.

This means marketing must know which content resonates (or doesn’t) and constantly loop that feedback into future content efforts.

The goal? Drive highly qualified leads to sales by educating the buyer along the way. Then, let sales work their magic and close the deal.

How to Get Started

Our Approach: Faster, Smarter Marketing Planning

We understand how companies can get bogged down with multiple verbal asset-driven briefs, hoping that one will hit the mark. This often results in scattered, disconnected messaging, wasted time, and ineffective content.

Ironically, trying to see what ‘sticks’ costs more in the long run, driving down ROI and hurting conversion rates and your reputation.

This approach isn’t sustainable.

We also know you need to move fast—who has the luxury of time to take a step back and untangle the maze of options?

The HWY13 Difference: Actionable Strategies, Delivered Fast

From working with industry giants to nimble start-ups, we’ve learned one critical thing: Connecting reputation-building efforts to demand conversion is the key to success.

HWY13 was born out of the belief that building a hard-working marketing playbook doesn’t need to take a long time. We focus only on the insights that matter, delivering a demand-driven roadmap—usually in just eight weeks.

Our rapid strategy development approach is about action, collaboration, and speed. We want to help you hit the ground running with a clear, differentiated message and an actionable plan that ties together reputation-building, lead generation, and pipeline growth.

Ready to hit the road? 

Let’s make your growth the next success story.