Share of Voice for a B2B Global Manufacturer
B2B Research to Build Brand Equity
A B2B global manufacturer with over 100 plants is at the forefront of technology, and clients include the Global 2000s. The company was confident that its service was superior to its competitors, but was unsure how its brand was held up in the minds of prospects and customers. The company wanted to understand its place in the market versus its competitors. At the time, the company was extremely sales-oriented, and substantial investment in marketing was something new to the manufacturer. As it stood, the sales team were the ones in control when it came to solidifying relationships, and they did not prioritize marketing initiatives and plans.
The company approached Provoke Insights, a market research firm, to understand how sales and marketing work together in driving the brand’s equity. The manufacturer also wanted to know how the competition used sales and marketing to drive share of voice (SOV).
Market Research Solution
Provoke Insights conducted an online study among manufacturing decision-makers to understand its share of voice (SOV). The research aimed to measure the following four components that influence brand equity: advertising, press, sales, and receptivity. After the survey data was collected, a linear regression was conducted to determine the correlation between these results and the company’s success.
Also, the research evaluated overall brand perception, the performance of sub-brands, unique selling proposition, and how respondents rated their services.
Results of the Research
While the manufacturer has similar awareness levels of its competitors, there was very little differentiation among the brands. Though the manufacturer believed the brand was more innovative than the competition, prospects did know this difference. However, the manufacturer’s customers saw its technology was better than the other brands. As a result, the manufacturer needed to educate prospects on the uniqueness of their technology.
Using a linear regression, the research also determined that the main drivers of awareness were sales calls, print ads, and speaking at conferences. Emails/newsletters and visiting the brand’s innovation center boosted familiarity.
The B2B manufacturing company used the report to improve its sales and marketing initiatives. The manufacturer was able to comprehend and use the following for future marketing/development:
- The level of brand awareness compared to its competition;
- Awareness levels of specific products/services;
- Overall brand equity;
- How the company was perceived;
- Whether brand positioning resonated;
- And the overall reception of the brand.
Check out some of our other case studies here:
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