Welcome to the September edition of our newsletter.
With the summer break over, we’re enjoying getting back into a routine this week! We’re hoping you are too, and that you can take some time to read this with a cuppa now that the kids are back at school!
This month we’re talking about the recent success of sportswear brand On, and how its strategy can help B2B companies grow. We also look at why B2B brands are raising the bar creatively, and at how video marketing can support your strategy.
Applying On’s Focused Strategy in the B2B Market
Swiss sportswear brand On has announced a record quarter for net sales, as well as significant increases in profitability. The business has partly attributed its success to its DTC (Direct-to-Consumer) channel.
It has also placed its focus on strategic growth pillars: rapid growth in the apparel category; expanding its global retail footprint; building momentum in the Asia-Pacific region; and a continued focus on performance, with new product launches in Running, Tennis and Trail.
Halfway into a three-year strategic plan and the focus is paying off for On.
But how can other businesses, including B2B companies, apply these learnings?
On’s DTC channel is user-friendly, focusing on making the purchase experience as simple as possible. The brand is also focused on building a community so users feel part of something bigger.
We’ve seen our clients strengthen their customer relationships through personalised support, tailored solutions and value-add services. Understanding customer needs and delivering a seamless experience applies across B2C and B2B brands.
On made sure it had strategic, achievable goals. Time and time again we’ve seen businesses go from strength to strength by focusing on specific product pillars or geographical regions to make consistent progress in key areas. Identifying and investing in factors that differentiate your business and make you stand out from your competitors in a crowded market makes all the difference.
We’ve had a lot of conversations with our B2B clients recently about how they can enhance their digital presence and build their brand. Educational content, case studies, a user-friendly online portal and webinars are key methods of demonstrating your specific expertise.
Looking to overhaul your business’s strategy to leverage your brand? Contact us to discuss how we can help you develop a strategic growth framework and hit your targets.
Why B2B Marketers are Focusing on Creativity
Marketing Week’s 2025 Language of Effectiveness study has shown that more than half of B2B marketers say their focus on creativity has increased compared to 12 months ago.
Businesses are waking up to the fact that the standard of marketing for B2B brands needs to be at the same level as that of B2C brands.
As a result, they are now thinking outside the box and employing channels traditionally used by B2C brands such as YouTube advertising and Out of Home.
We’ve been saying it for years – B2B doesn’t need to be boring!
Some personal favourites: Slack’s ‘Yeah, We Tried Slack’ campaign which used humour to demonstrate the product benefits; and Canva’s ‘What Will You Design Today’, focusing on the consumer benefit of how easy their platform is to use.
It’s all about identifying the consumer’s needs and then using clever creative to highlight the benefits of your product in a memorable way. That doesn’t mean forgetting about your direct customers – the best B2B marketing plans consider both the end-user and the decision maker, your wholesalers, distributors or dealers.
At Awesomesauce, we’re in the business of making marketing memorable – to create emotion, inspire, challenge and educate. We are the BIG thinkers, the dreamers and innovators, serving the WOW to our clients. The Awesomesauce.
We’ve worked on innovative campaigns for B2B brands in diverse industries from catering to automotive to HR. Check out our work on our website and drop us a message if you’d like to find out more.
Ready to Try Video Marketing?
We’ve been saying it for a while now, and the stats don’t lie! Video marketing is where it’s at, with social algorithms favouring video content, and an abundance of channels and tools there at your fingertips to tell your brand’s story.
Recently we’ve seen an increased demand for video creation from our clients – from social media videos to homepage content and brand campaigns.
So why are so many B2B brands still reluctant to use video as part of their marketing strategy?
Some marketers may be facing pushback from internal stakeholders and challenges around budget, but the results speak for themselves. From increased engagement to improved brand perception and even lead generation, video can be one of the most effective channels to resonate with your audience and achieve cut through.
It’s not about creating video for the sake of it, but considering how video can enhance and reinforce your marketing strategy at multiple touchpoints – from brand awareness to educating customers on your products or services, and even as a customer service tool.
At Awesomesauce Marketing, video production and strategy are some of our core skills. We’re excited to have recently been involved in an international video campaign for one of our existing clients, including the creation of the video, as well as the crucial strategy behind it.
Get in touch to find out how our team of creatives and strategists can help you use video to tell your brand’s story.
If you’d like to find out more about how Awesomesauce Marketing could support your next project, from design to copywriting to strategy and more, drop our Account & Strategy Director James an email on james@awesomesaucemarketing.co.uk.
That’s all for now! Keep your eyes peeled for another update next month. In the meantime, you can keep up to date with all things Awesomesauce on our LinkedIn page here.