Unifying Brand Purpose in a Dual B2C and B2B Landscape: Strategies for Convergence and Engagement - Toni Allen

- Understanding the Dual Audience: the unique characteristics, needs, and motivations of both B2C and B2B audiences and the importance of recognizing the differences and similarities between these two groups.

‍
- Defining a Unified Brand Purpose: How to create a brand purpose that resonates with both B2C and B2B audiences and the role of brand purpose in driving business growth, customer loyalty, and societal impact.

‍
- Strategies for Convergence: strategies for effectively converging B2C and B2B marketing efforts around a unified brand purpose including integrated marketing campaigns, personalised content, and targeted messaging.

‍
- Case Studies of Successful Convergence: examples of IET campaigns that have successfully unified their B2C and B2B marketing efforts around a shared brand purpose.

‍
- The Future of Brand Purpose: emerging trends in the marketing world that are shaping the future of brand purpose including the growing importance of social responsibility, the rise of purpose-driven marketing, and the increasing expectation for brands to take a stand on social issues.

Speaker: Toni Allen, Chief Engagement & Growth Officer at IET

‍