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The importance of B2B marketing in the FutureBrand Index

By Octopus Group on 8th November 2021

B2B companies are becoming ‘household’ names, according to the latest FutureBrand Index rankings. The current supercharging of the B2B landscape has meant that the most innovative B2B businesses are coming out on top.

The FutureBrand Index focuses on brand perception rather than financial success. Or in their own words:

“The Index offers a rigorous assessment of how future-proof the world’s 100 most prominent companies are.”

Not only has B2B nabbed the top spot with ASML Holdings (up seven places), it has another top five ranked brand in fourth place in the shape of Danaher Corp (also up 12 places). Plus, one of the biggest climbers is technology giant Tata Consultancy at number 20 (up 45 places).

Marketing has a clear role in the success of many of these B2B brands. Of the 18 indicators that are used as signals – split into purpose and experience – the following stand out from a marketing viewpoint:

Purpose:
Individuality – distinctive and different
Thought leadership – strong ideas and principles
Mission – a clear sense of the future
Experience:
Personality – strong and engaging personality
Story – a clear and defined story
Pleasure – a pleasurable brand  

Combining all of the above, it’s clear to see the key indicators of a brand that stands out of the crowd: one that not only knows its stuff, but also has a strong purpose.

And purpose is something we hear more and more about, as the new generation of B2B decision-makers place so much focus on brand values. Look no further than recent work from B2B think tank the LinkedIn Institute for more insight.

With B2B brands becoming more visible thanks to market forces that have supercharged digitisation, those with bulletproof marketing strategies are reaping the rewards.

Read more on the megatrends that we believe are shaping the day-to-day of B2B marketing in Supercharging B2B.

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