Building a thriving B2B brand is a long-term game. Learn how strategic branding and consistent effort can yield remarkable results.
There’s a comforting truth to the adage, “Good things come to those who wait.” But waiting often feels synonymous with missing out. Passive waiting offers little in today’s fast-paced world.
The key lies in planting seeds. This is about taking action while acknowledging the role of time. Not all seeds will flourish; some may wither and success is never guaranteed. Yet, some will grow into strong trees, their branches representing opportunities.
Each season, the tree matures. Leaves fall, new ones replace them and steadily become fixtures in your yard or community. As its roots deepen, the tree finds its place, becoming a trusted and stable part of the ecosystem.
It’s about proactive patience. We take action, knowing that worthwhile things often take time to develop and reach their full potential.
Resilience and reinvention: Miguel Hill’s career transition
During the pandemic, I coached Miguel Hill, an independent insurance professional with a background in information technology. When he lost his job and faced financial challenges, we collaborated to define his core values, strengths and potential. Together, we refined his resume and positioned him for opportunities in IT where he could leverage his skills comfortably.
As Hill transitioned into a new IT role, he encountered a vastly changed industry landscape shaped by technological advancements and outsourcing trends, something many of us experience. Despite earning certifications and demonstrating ambition, his prospects in traditional IT seemed limited due to the pace of digital transformation and marketplace saturation. Nonetheless, Hill valued the stability of his part-time job, which provided crucial income for his family.
Throughout our coaching sessions, Hill often spoke passionately about his love of his dogs — specifically pit bulls- revealing a profound bond and effective training techniques. His approach — consistent boundaries, positive reinforcement and emotional connection — yielded positive responses from his dogs, showcasing universal principles applicable to any relationship, whether with animals or humans.
Fast-forward to today. Hill’s passion for dogs, IT expertise and desire to help others have culminated beautifully in his newly announced “Pocket American Bullies” Breeding business. And wouldn’t you know it, based on our experience together, he called on me to continue to learn and grow together and deliver the value story we started to create together during the pandemic. He is not the only client who has experienced a similar story.
B2B success: Dig deep, cultivate growth, reap rewards
Forget overnight success stories. Building a thriving B2B brand resembles Hill’s journey with his American Bullies. Just like his unwavering dedication yielded a remarkable bond, building a B2B business requires digging deep and planting the right seeds. Don’t be afraid to get your hands dirty and maybe step in some dog poop. Embrace the long-term game.
This means meticulously crafting your brand narrative, nurturing relationships with potential clients and establishing trust through reliable service or innovative products. Like Hill’s breeding program, only some seeds will yield immediate results. The true skill lies in planting the right seeds and aligning your voice and values with your strategy. Speak your mind strategically; don’t shy away from challenging the status quo.
Like Hill patiently nurtured his dogs, building a solid B2B brand requires consistent care and dedication.
- Define your story and stick with it: Hill doesn’t change his training methods for every dog. Similarly, have a clear brand message and story that resonates with your audience.
- Content consistency and experimentation: Hill trains his dogs daily. Produce content regularly, explore different channels and formats and actively engage with your audience.
- Adapting based on feedback: Hill adjusted his methods based on each dog’s response. Likewise, refine your approach based on audience feedback.
The Marketing Accountability Council: Cultivating expertise and building a movement
Six months ago, the Marketing Accountability Council embarked on a mission — a parallel journey to the one many B2B companies are missing. It’s been a period of consistent writing, exploring and experiencing slow but steady practical growth. The most rewarding part? Seeing the right people gravitate towards a movement that emphasizes the importance of purpose and narrative in B2B marketing.
Let’s be honest: the daily grind of writing and the often underappreciated “unpaid” foundational work can be challenging. During a recent visit, even my mom expressed concern, wondering if I might be overdoing it with my writing. She mentioned that she doesn’t even read most of what I write! While her comment stung a bit, I realized she’s not my audience. For those who prefer shorter content, the movement extends to platforms like TikTok and Instagram.
It’s important to remember that not everyone will fully grasp a new vision at the outset. Loved ones often have our well-being in mind, and their perspective can be valuable. However, their frame of reference might be different — they might not be as deeply immersed in the marketing world or understand the specific goals I am working towards. For example, while their suggestion of returning to a traditional marketing role might come from a place of love, it doesn’t align with the movement I am building or any of the very deliberate actions and decisions I have made over the last six years of my life.
This is where the vulnerability of putting our ideas out there comes in. The recent inquiries from Canva to potentially be featured in a Canva commercial and a request to be featured on a national news TV show to talk about the topics I have written about extensively, while ultimately not coming to fruition, were incredibly encouraging. Think about it: if the Marketing Accountability Council had not put out all those articles challenging the status quo, how would these potential collaborators have known we exist?
The key takeaway
Patience and discernment are vital. Just like Hill didn’t breed his dogs for the sake of an immediate sale, building a successful B2B movement takes time. It’s about finding the right opportunities that align with our values and the vision of a more meaningful B2B landscape.
Keep refining our approach and staying true to our voice; the perfect opportunities will eventually blossom. Remember, sometimes it’s not about saying “yes” to every opportunity but about waiting for the one that feels perfectly aligned with our vision for the future.
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About the author
Jay Mandel is a multi-faceted entrepreneur, professor, consultant, coach, and author of “Brand Strategy in Three Steps (Kogan Page, 2023).” His transformative journey from corporate America to coaching reflects his commitment to infusing meaning and authenticity into the business world. With two decades of corporate experience, including a notable role as the former social media and content lead for Mastercard’s global team, Jay’s brand methodology is honed through a diverse range of corporate, entrepreneurial, and academic experiences. Armed with a Masters’s in strategic communications from Columbia University, Jay is dedicated to guiding individuals and the companies they work for in pursuing clarity, strategy, and finding their unique market niche. Embrace growth, explore with purpose, and embark on a transformative journey with Jay Mandel today.
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