Young Bin Kwan

The value of a brand is not just limited to its logo. It starts with the constancy of presentation that forms the identity of a firm. It represents a steady value system that a firm presents to the world. The challenge is to bypass the metaphors and graphic symbols to find cultural uniformity that potential customers identify and value.

Let us know more about developing a brand in business-to-business markets.

OvationMR is a global leader in delivering valuable insights and reliable results to various industry sectors consistently. The company provides b2b brand measure tools for management consultants, and market research professionals to measure the company’s performance, product, services, and custom brand.

How to test uniformity in branding?

One of the best ways to see uniformity in branding is to assess business cards from each employee in the company along with compliment slips, labels, letterheads, sales literature, and the company’s adverts. Analyse them on the following basis:

• What uniformity do you see in the presentation and layout of the brand?
• What type of variable images do they show?
• Are the presentations messy?

Ways to Measure the Value Of The Industrial Brand

The product quality, the value for money and the reliability of delivery are in perceptions of people of that brand. Market researchers try to analyse the values attached to a brand using projective questions. In such questions, a respondent thinks of a situation outside or beyond the obvious, and direct.

The Different Types of Metrics

Program metrics

Program metrics help assess the effect of campaigns, alignment of sales-marketing campaigns, and database management.

Revenue Metrics

Revenue metrics are a convenient means to quantify the impact of the marketing team in terms of converting leads to revenue and closed deals. These metrics help document the contribution to profit growth and revenue.

Following are the prime revenue-related metrics that can help an organization execute this objective.

• Marketing Lead Metrics
• Sales Lead Metrics
• Sales Qualified Leads (SQLs)
• Conversion Metrics
• Lead Nurturing Metrics

Program Metrics

A program metrics can prove to be beneficial for any business in dealing with the details about what campaigns or programs would deliver the best results. These metrics provide the raw material that, in turn, drives strategic revenue-building efforts.

Benchmarking Metrics

Marketers track various day-to-day program activities as they are convenient to measure. This comprises the following benchmarks:

• email open rates
• click-through rates
• content asset downloads
• website visits
• page views
• website form completion
• website abandonment rates

Social Media Metrics

Marketing automation tools enable business-to-business marketers to trace social activity on LinkedIn, Facebook, and Twitter to their activity against the doings of the competitors. This metrics is a great way to demonstrate how followers convert sales into leads, revenue, and opportunities, for a business-to-business organization.

Conclusion

It is not required to trace and assess every possible data point for developing a successful measurement strategy. The right approach is to concentrate on a small set of metrics that can be understood and put to work straight away.   The above metrics will help in forming better marketing decisions and the right investments to bring the prospects right in front of the sales team.