Soft factors like culture and value speak loudly to businesses in the crowded digital age
B2B marketers may be missing the point that corporate culture is under constant siege when it comes to data and information. When choosing a B2B agency, companies are increasingly looking towards marketers who comprehend the growing need for ‘soft factors’ like culture and value in a company. A good creative agency must look at and highlight a company's culture, values and humanity, and this is regarded as a key differentiator when selecting an agency.
According to 500 respondents who work at all business levels and include the US, Europe and Asia, 57 per cent of those surveyed say they are challenged by the excessive volume of information they cope with each day. Additionally, 65 per cent are daunted by the rapidly increasing variety of sources of information. Further, most agree that doing the right thing is more important than a reputation for innovation or market dominance when choosing an agency. The survey, by Fortune and leading B2B agency gyro, suggests that it is increasingly more important for agencies to highlight values; mission and people in a company with 58 per cent of those surveyed stating that business decisions are also based on ‘soft factors’ like culture and value. It is now more universally accepted that culture improves the customer experience, at a time when 68 per cent of ordinary companies feel they have lost the sense of where they came from.
With 89 per cent of respondents agreeing that corporate culture is what makes a great company, 41 per cent feel that a company with a strong sense of purpose and values is better at attracting like-minded people. On the flip side, there is a reason that business partnerships fall apart and 71 per cent of those surveyed say it is from a lack of trust, with 52 per cent of those surveyed saying they hope companies become more purpose-driven. A culture that is committed to service is a factor among 42 per cent of those surveyed when it comes to recommending a partner, so B2B agencies should focus on the adage that culture builds trust.
Additionally, the survey shows that building trust does not necessarily go along with a company’s relationship to digital marketing. In fact, 84 per cent of respondents say they are making more face-to-face presentations than they did five years ago. Further, 83 per cent are attending more conferences, trade shows and professional events, and 82 per cent are taking business partners to social activities including events, dinners, and sports. Finally, among those surveyed, there is increasing regard for honest conversation about where how and why the company priorities are shifting. In fact, 86 percent say that communicating clearly and regularly about what is, or is not, working in the business relationship is more important than it was five years ago.