{"id":12394,"date":"2024-02-06T12:38:30","date_gmt":"2024-02-06T12:38:30","guid":{"rendered":"https:\/\/www.eskenzipr.com\/?p=12394"},"modified":"2024-02-06T12:38:30","modified_gmt":"2024-02-06T12:38:30","slug":"solo-stoves-and-b2b-comms","status":"publish","type":"post","link":"https:\/\/www.eskenzipr.com\/2024\/02\/06\/solo-stoves-and-b2b-comms\/","title":{"rendered":"The Solo Brands Debacle Underscores The Challenge Facing B2B Comms"},"content":{"rendered":"<p><span style=\"font-weight: 400\">Last month\u2019s decision by Solo Brands to <\/span><a href=\"https:\/\/www.prweek.com\/article\/1858148\/sn-oops-solo-stoves-snoop-dogg-campaign-really-flop\"><span style=\"font-weight: 400\">part ways with its CEO <\/span><\/a><span style=\"font-weight: 400\">after its much-lauded \u201cgiving up smoke\u201d campaign with Snoop Dogg didn\u2019t convert to sales was a shot heard by PRs around the world. But while the incident has rightly thrust debate about the value of engagement, metrics, and brand awareness into the spotlight, for B2B PR professionals, it has an even greater resonance.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">With B2B sales cycles frequently taking months, years, or even decades, with multiple touchpoints required before a prospect converts, directly correlating brand-building campaigns with sales poses a particular challenge. The cost of contracts, and the lengthy process for implementing new suppliers and solutions, means that the <\/span><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/b2b-institute\/b2b-research\/trends\/95-5-rule\"><span style=\"font-weight: 400\">vast majority <\/span><\/a><span style=\"font-weight: 400\">of potential B2B buyers aren\u2019t ready to buy today, but could be in the future. As a result, activity that builds brand visibility may not yield an immediate uptick in sales in the short term, but can be instrumental in getting on prospects\u2019 radars when they are looking to buy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">This philosophy is backed by countless studies, with long-term B2B strategies <\/span><a href=\"https:\/\/25865525.fs1.hubspotusercontent-eu1.net\/hubfs\/25865525\/Blogs\/Reports\/TMP-MW-research-report-Digital.pdf\"><span style=\"font-weight: 400\">proven<\/span><\/a><span style=\"font-weight: 400\"> to be more effective at building market share, profit, and revenue. Yet despite this, many B2B vendors <a href=\"https:\/\/www.eskenzipr.com\/portfolio\/introducing-the-cybersecurity-media-trends-barometer-outlook-opportunities-2024\/\">operating in times of economic turbulence<\/a> are culling brand-building campaigns in favour of activity seen to drive immediate leads. To do this is not only alarming for PRs facing budget cuts, it flies in the face of what the companies themselves are trying to achieve.<\/span><\/p>\n<p><span style=\"font-weight: 400\">While Solo Brands may be a consumer company, it underscores the challenges facing B2B PRs, and professionals need to urgently take heed. Great headway has been made in measuring the impact of campaigns thanks to the increasing adoption of the AMEC framework, but the industry needs to do more to highlight the important role brand awareness plays in the sales funnel. The advertising model, which\u00a0<\/span><span style=\"font-weight: 400\">categorises a campaign\u2019s objectives as either \u2018lead generation\u2019 or \u2018brand awareness\u2019, has helped to establish a harmful delineation between the two. To separate them perpetuates the myth that brand awareness doesn\u2019t impact sales, when the opposite is true. Greater education is likely needed to demonstrate the value of brand-building campaigns and the importance of thinking long-term, leveraging the research already in the field.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Solo Brands also highlights the importance of communication between comms and sales, to understand how campaigns are driving inbounds and site traffic, how sales teams are using coverage, and what PR can do to support their efforts. Through greater integration with sales, B2B PR teams will be better placed to demonstrate business value, drive long-term growth, and help increase internal awareness of the benefits of long-term strategies.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last month\u2019s decision by Solo Brands to part ways with its CEO after its much-lauded \u201cgiving up smoke\u201d campaign with Snoop Dogg didn\u2019t convert to sales was a shot heard&#8230;<\/p>\n","protected":false},"author":2,"featured_media":12395,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[125,186,194,228,227],"tags":[5,59,226],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What B2B comms can learn from Snoop Dogg and Solo Brands - 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