The most valuable asset in B2B tech isn’t tech; it’s brand. Yes, AI is transforming the industry, but technology alone isn’t enough. And while product-led and sales-led strategies are important for short-term wins, they are not scaleable or sustainable on their own. B2B companies should invest more in building a brand reputation that connects with future buyers on a human level.
The turmoil in the SaaS industry, highlighted in VentureBeat’s What’s Eating B2B SaaS, reminds us that flashy features and the latest tech trends, even AI, aren’t enough for long-term success.
What sets B2B tech solutions apart is brand. Yet many B2B tech companies invest next to nothing in brand building, focusing instead on short-term product-led and sales-led strategies with little regard for customer insight.
And we wonder why products keep failing.
AI is hot right now. So are Product-Led and Sales-Led Growth. But while these strategies and technologies keep changing, it’s our brand reputation that decides if our company sinks or swims. It’s about connecting with customers, building a reputation, and earning trust. Unlike techy trends, a strong brand lasts, providing a solid base even when things get tough.
Technology is always in constant flux. Today’s focus is on AI, but remember when the Cloud or Blockchain were all the rage? While AI holds promise, we must remember that technologies continuously change, but strong brands endure.
Some see AI as revolutionary, while others, like venture capitalist Deedy Das, caution against overstating its current capabilities.
“I think too many people trivialize all the things a good SWE actually has to do. AI might increase productivity, automate a bunch of tasks, but assisting [to the point of full automation] is a huge leap of faith.”
Deedy Das, Menlo Ventures
Even as we embrace AI, it’s important to remain realistic and avoid getting caught up in the hype. While the general software industry faces challenges, companies integrating AI are already seeing success. But they’re using AI as a tool, not a crutch.
However, building a strong brand is even more important for long-term success.
Brands like Apple, which revitalized its business with its Think Different brand campaign, demonstrate the power of brand-led transformation. B2B tech companies can learn from this. Strong brands attract talent, command premium prices, and foster customer loyalty.
Facing bankruptcy in the late 1990s, Think Different was a brand-led change, driven by values and innovation, fueled internal growth and groundbreaking new products.
Think about this: Without the innovation of iTunes to combat Napster, which had nothing to do with Macs and OSX, there may never have been an iPod and subsequently an iPhone.
Think Different wasn’t a fancy marketing slogan—it was a call to action that resonated deeply inside and outside the company. It inspired the creation of innovative products that paved the way for unconventional product marketing, like 1000 Songs In Your Pocket, which ultimately led to the iPhone (Your Life In Your Pocket).
What’s interesting is that Steve Jobs decided on “1000 songs in your pocket” some months before the name “iPod” was chosen from a list of 10 options.
Today, Apple stands as a symbol of striking the right balance between marketing and innovation.
B2B tech companies can similarly learn from Apple. Strong brand marketing sets innovation apart, attracts talent, justifies higher prices, and builds loyal customers.
Brands that resonate deeply are invaluable.
Side Note: The team that created the iPod ended up leaving Apple and starting their own company, Nest. Google bought Nest after only three years in market for over $3 Billion.
Do you think the Nest team learned a thing or two about balancing innovation and marketing from Apple?
In B2B tech, focusing solely on sales is understandable. Aggressive tactics and discounts bring quick revenue.
However, this approach has downsides:
Brand building, on the other hand, is about the long term, building trust, loyalty, and a strong reputation.
This takes time, but the benefits are worth it:
In B2B tech, trust and credibility are what get us on the shortlist. Building a brand is essential for long-term success. It sets us apart as a valued partner, not just another vendor. Investing in our brand reputation is investing in our company's future.
In the end, while B2B tech continues to evolve, the brands that endure are those that build a solid foundation and grow their reputation over time.
Questions to ponder:
The choice is ours. Our brand reputation is the one constant we can rely on.
Think about your company’s brand. Are you investing in it for the long haul?
If you’re ready to prioritize brand building, here’s what you can do:
Building a strong brand takes time and effort, but the rewards are worth it.
If you like this content, here are some more ways I can help:
Cheers!
PS: This article is also published and discussed on LinkedIn. Join the conversation!
