B2B Brands

The purpose of the B2B Brands playbook is to make you a smarter B2B brand leader so your brand can win in the market. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.


It takes a fundamentally sound B2B marketer to figure out how to win with brand love to attract loyal customers. As marketing rapidly evolves, the fundamentals of brand management matter more now than ever.

Today’s B2B marketers are so busy, running from meeting to meeting, and they feel overwhelmed and confused. They have no time to think. Marketing is now about ‘get stuff done’— and never about taking the time to stop and ask if it is the right stuff to doMeanwhile, to build a relationship, you must take the time to genuinely court your customers. To move your customer from stranger to friend and onto the forever stage, you need to think all the time. With the focus on access to big data, marketers are drowning in data, that they do not even have the time to sort through it all to produce the analytical stories to help to make decisions. Marketers are so overwhelmed by the breadth of media choices and the pressure to be everywhere. As a result, the quality of B2B marketing execution has suffered.


If B2B marketers do not love the work they create, how can they ever expect the customer to love the brand?


As the bestselling author of Beloved Brands, I recognized the need for a marketing book that focuses on B2B marketing. Many of the same tools work in both consumer and B2B marketing. My goal in writing this B2B Brands playbook is to make you a smarter brand leader so your brand can win in the market. I know your role and the challenges you face. I have been in your shoes. I will share everything I have learned in my 20 years in the trenches of brand management. I want to help you be successful. This book is intended as an actionable “make it happen” playbook, not a theory or opinion book.


Who should read the Beloved Brands playbook?


B2B marketing pros, B2B founders and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, marketing manager, sales manager, or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for a B2B organization or an owner-operator managing a B2B business. Think of this B2B Brands playbook is a toolbox intended to help you every day in your job.


Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make content marketing decisions, or lead a deep-dive business review. You can even share the tools with your team so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future B2B marketers. It will challenge communications agency professionals, who are looking to get better at managing B2B brands, including those who work in content marketing development, public relations, trade show marketing, digital marketing, or event marketing.


You will learn how to think, define, plan, execute, and analyze, and I provide every tool you will ever need to run your brand.