Brand Chemistry
The Growth Activators of B2B Companies

In the era of hyper-specialization, customer-facing departments of an organisation can be very focused on their skills, goals and tactics, and can sometimes lose sight of broader organisational goals.

Under such circumstances, someone has to take ownership of the strategy and align customer-facing departments to achieve shared organisational goals. Typically, this requires a more cohesive customer experience that is supported by vital data points and tools.

Brand chemistry believes that marketing is uniquely positioned to lead that charge, for three key reasons. The key reason being marketing is typically responsible for brand, and brand perceptions are formed via every interaction a customer has with a company. Simultaneously, marketing needs to organise, analyse, and leverage customer data; however, it is not the only collector of data in the organisation. When the way data is collected has not been universally agreed upon, it can render it nearly useless. Furthermore, marketing seeks to continuously deepen its understanding of buyer personas - a construct that can benefit all departments across the organisation.

Brand chemistry is a consultancy that caters to the strategic need of b2b organisations in just such a way. A data-driven B2B marketing agency and Platinum-tiered HubSpot partner, Brand chemistry works to align a company’s marketing, sales, and other departments by implementing strategic data frameworks and closed-loop reporting. “In many organisations, marketing teams are operating in a silo. We help unify marketing with sales and service so that each can collaborate and contribute to the bigger picture - the strategic goals,” comments Zoe Palmer, Managing Director of Brand chemistry.

Jaime Schell, Director of Client Services at Brand chemistry, says that when armed with relevant data, marketing teams can guide organisations towards a collaborative achievement of their strategic goals.

‘Most organisations we work with have no shortage of data, but many overestimate the value of it,’ explains Schell. This is for a few reasons such as often data is collected in separate systems and is not shared; frequently, data is not systematically collected, which can lead to duplicate records, conflicting data, and non- standardised formats; different departments place varying importance on specific data points - making collection inconsistent.

All three of these issues are symptomatic of departments not working in a unified way to meet organisational goals.

Conversely, if all departments worked together on systematic data collection and organisation, the power of that data increases exponentially.

To this end, Brand chemistry begins every strategic
engagement with a three-pronged approach.

(1) An in-depth and customer-validated picture of the organisation’s target buyer personas (get to know the target)
(2) A deep-dive discovery into existing data, organisational goals, and key processes across all organisations. This is where Bc takes inventory of the data needs and uses across all customer-facing departments to discover what data is most useful for each.
(3) Set up a framework for collecting, maintaining, and using customer data throughout the entire buying and customer journey.

Schell says, “These well-documented frameworks serve as a strong foundation for everyone to be on the same page before deciding whether to invest in new technology.” As a result, Brand chemistry combines clever data structures with strategy and content to create personalisation that reaps a strong ROI on marketing strategies.

Ensuring you can segment, target, and then create content that cuts through is key to getting any traction in the now-overcrowded content marketplace

“With diminished buyer trust in advertising, content is now imperative for B2B marketing,” comments Palmer. “However, creating content without thinking about who it is for, and hoping for the best is an expensive mistake. Ensuring you can segment, target and then create content that cuts through is key to getting any traction in the now-overcrowded content marketplace.”

Data and content strategy and execution are, therefore, crucial focus areas for Brand chemistry. Notably, the company was recently awarded HubSpot’s 2019 Customer First Impact Award winner for the APAC region, which speaks volumes about its capabilities. “There are many strong technical agencies in the HubSpot community that can build amazing websites or manage complex integrations. However, fewer agencies are powerful on the strategy, data-mapping and customer journeys, and even fewer have a specific strength in world-class content that cuts through the noise,” says Palmer.