Orit Oz

The International B2B Marketing Conference 2015

We had a wonderful time learning about and discussing the challenges in global marketing for B2B companies at our International B2B marketing Conference earlier this month. We'd like to give a big thank you to our partners at the E3 International Agency Network for working with us. And, we'd especially like to thank the over 200 people who attended, including executives who came from over 10 countries around the world! At our conference we had the pleasure to hear from several marketing and branding experts in different regions around the globe. Each of them spoke about the complexities involved in growing a global brand, the challenges all of us face, and ideas on how we can overcome these challenges. The next few posts will cover each presentation in more detail, but in the meantime, we'll give you a short summary of the topics covered by each speaker: Dirk Assent, Managing Partner at Bernstein Gmbh, Bremen, spoke about how to tackle the internal and external challenges of a divided market (or, as he puts it: Why marketing in Europe is like a polar bear.) Mike Golden, the CEO of Adsmith China, Shanghai, spoke about the marketing successes as well as the many branding failures in bringing products to China. Our very own Dina Gidron at Oz Branding also addressed the crowd about the trends in online and offline marketing, and Eyal Tryber, CEO of the Israeli Maytronics company, shared fascinating insights about building the Maytronics brand globally. We also heard from Matt Bowen, President and CEO of Aloft Group in Boston, who shared with us the success factors involved in growing your brand in the US. We gained a lot in insight at this conference and enjoyed seeing old colleagues and meeting new ones. We hope you did too!

Note: This is Part 4 of a 5-part series on our annual international B2B marketing conference this past November. Read Part 3 here. Matt Bowen, President and CEO of Aloft Group, shared with us at the Global Marketing Challenges for B2B Companies the key success factors for Israeli companies to scale their product in the U.S. Mr. Bowen cited this article from Harvard business review which noted that in a survey of 112 Israeli companies founded between 1996 and 2013 that met or exceeded $20 million in revenue, most shared two common characteristics. The vast majority – 91% -- had both Israeli CEOs and had received funding from foreign VCs. Mr. Bowen believes that in addition to these factors, Israeli companies that desire to successfully penetrate the US market must be truly remarkable. We'll examine three key factors that contribute to a company's "remarkability" in this post.

Step 1 – Zoom and Focus

  While the US market offers a lot of exciting opportunity for growth for any Israeli company, it is also quite diverse. The market forces can create a lot of voices, as well as choices, and your company's brand needs to be able to be heard above the noise. Mr. Bowen showed us how his company was able to zoom and focus on the market for one client, Greiner Packing, by creating customer personas. By focusing on specific personas and understanding what these personas do on a typical day, their pain points, values and possible objections to the product, his company gained a much clearer focus of who would benefit from the product and how. Here's a detailed example of a customer persona:   From this type in-depth understanding of your customers, you can start to build your company's story more clearly.

Step 2 - Tell a Bigger Story

From his vast experience in the field, Mr. Bowen told us: "Companies that seek to enter the US market successfully need a bigger story." That also means not overly focusing on your products or technology, but how it can make your customer's lives better. It's the customer's emotional connection to the brand that ultimately builds your customer relationships and brand loyalty.

Step 3 - Cultivate Relationships to Inspire Brand Loyalty

Brand loyalty is a goal that is achieved by a journey - a journey with each customer. Through focusing and zooming in on your market and telling the right story, you'll start to build relationships. Customers with good experiences will be happy to share it with the world, especially if they believe in your product. Many of these relationships will develop into brand advocates and slowly build your brand and customer loyalty.

To Make it In America, Be Remarkable

As we've explained, there are three key factors to successfully entering the US market. First, your company must focus and zoom in on its market. Creating in-depth customer personas can help with this. Secondly, you'll need to come up with a way to tell a "bigger story" – one that doesn't focus too much on your products and technology, but how it will add value to your customer's life. Finally, you'll need to build relationships with customers based on exceptional customer experiences in order to create brand advocates and loyalty. These three factors can go a long way in making your company truly remarkable and successfully scale in the US.

Note: This is Part 3 of a 5-part series highlighting the speakers from our annual international B2B marketing conference this past November. Read Part 2 here. At the Global Marketing Challenges for B2B Companies conference we had the distinct pleasure to hear from Mr. Eyal Tryber, CEO of Maytronics, about the lessons he and his company learned from building a global brand. As the former VP of Sales and Marketing at Maytronics for over seven years before his appointment as the CEO in May of this year, these lessons are from his own first-hand experience. Let's start off with a bit of background about the company. A company with humble beginnings – it was founded on Kibbutz Yizreel in Northern Israel in 1983 – Maytronics has come a long way in the automated pool cleaning market. With over a billion shekels in market value, over 400 employees and operations in 46 countries and more than one million pool-cleaning robots sold, Maytronics is now a prosperous global company. The company is publicly traded both on the NASDAQ and the Tel Aviv Stock Exchange. After going public in 2004, the company embarked on a new marketing strategy: creating anchors in strategic markets. Company branches were established in Argentina, the US, France, Australia and Spain. Their strategy paid off as the company began to achieve unprecedented growth. As it grew, however, new challenges arose. First, each company branch started to create its own multi-culture, which created tension between local and global brands. Secondly, as the company grew, it risked losing its unique Maytronics company culture – stemming from its humble Israeli kibbutz origin and culture.

Bridging Gaps in Cultural Differences While Sustaining Continuous Growth

And thus, Maytronics embarked on an international organization process with Oz. Oz carried out this process in two ways. First, it enhanced the company dialog in order to form one distinct Maytronics company culture. This in turn helped build a strong global brand with a highly committed team located all over the world. Or as Tony Hsieh, CEO of Zappos put it: "We believe that your company's culture and your company's brand are really just two sides of the same coin." In order to form this distinct company brand and culture, Oz and Maytronics brainstormed together a list of its core values, applying the "Golden Circle" concept of Simon Sinek. According to this concept, products (the what) and the development (the how) serve to achieve a company purpose (the why). This also assists in creating an understanding of the company's competitive edge in the marketplace. What are Maytronics' core values? Most importantly, the company believes in focusing on the customer. Along with this are professional values of integrity and fairness. Together these are the internal values, or company culture, of Maytronics. Other values, while important, are components assisting in delivering these primary values. Although Maytronics develops pool cleaning robots, this alone doesn't fully encapsulate the company's purpose. As Mr. Tryber stated in his talk at the conference: "We don't sell robots, we sell an exceptional customer experience." Oz successfully transformed the company's internal values, or company culture, flipping them to discover the other side of the coin: the company's brand.

Drastic Results Which are Just the Beginning

The branding process with Maytronics was successful in that it quickly unified the global team, facilitating increased teamwork and collaboration. In addition, its company collateral and imaging are consistent both globally and locally. Although these results were the most immediate, the new branding left an impact which will be felt in the company, both internally and externally, for the long-term future as well.

Note: This is Part 2 of a 5-part series highlighting the speakers from our annual international B2B marketing conference this past November. Read Part 1 here. Mike Golden, CEO of Adsmith China, gave us some tips at the B2B International Conference 2015 this November about what to do (and what not to do) when marketing your brand in China. This country of 1.3 billion people and an estimated 6.5% growth for the next five years (and that's slow!) offers an exciting opportunity for global brands.

Fail Small, Fail Large

Although China offers a lot of opportunity, it can also be an overwhelming experience. "Some people come to China to try it for a year. It's a disaster, and they leave. That's a large fail," explains Mr. Golden. "The small fails are going up this very steep learning curve and learning the problems marketing in China." Mr. Bowden then detailed a practical list of marketing challenges companies face when entering the Chinese market and how to alleviate these "small fails."

Challenge #1: No one Can Read or Understand Your Company Name

He brings the example of Heineken and Coca-Cola, who not only create Chinese versions of their names, but made sure that the Chinese characters that formed the words were meaningful and related to the brand as well. For example, Heineken in Chinese means “happy power," and Coca-Cola means "happy mouth   He told a cautionary tale of a luxury brand company that decided they didn't need a name in China. As a result, newspapers came up with their own competing versions of the same brand. At one point, people started to trademark those names. That's another reason why it's so important to create a Chinese version of your company name. If you don't do it, someone else will.

Challenge #2: Your Website and Marketing Collateral isn't Localized

One method of localizing all of your marketing collateral is to have it translated into Chinese. But that's not necessarily enough, Mr. Golden warns. The next step is to take the marketing collateral and give it to real Chinese marketing people and copywriters. Good copy is extremely important. Visuals are just as important as copy. While it isn't necessary to completely disregard the global brand, you do need to combine it with some amount of localization. The amount of localization depends on the market and the brand. For B2B companies, you want to strike the right amount of balance between global and local branding. (For an example of localized content, see the example in Challenge #4).

Challenge #3: The Great Firewall of China

In terms of the web, China is a particular challenge to global brands, since it blocks many sites such as Google, Twitter and Facebook. Even if your site sits on the same server as a site China has decided to ban, your website page might not load. And according to Mr. Golden, this happens a lot. Make sure people can open and use your website to learn about your company and product.

Challenge #4: Creating a Website with Clean White Space

According to Mr. Golden, the Chinese don't seem to appreciate the beauty of clean, white space on their homepages. He gives an example of an online trade magazine which shows the typical layout of many Chinese websites: Fortunately, his company is successful at transforming Chinese versions of websites into clean, white homepages. One example he showed us was Lycored, a company specializing in food ingredients. They were able to localize the Chinese version of their website with images while at the same time create a nice, clean homepage: "No one was talking about the threat of resistance. It was an invisible threat – but once it appeared, it was already too late. We gave this threat a face and a name, so people could start talking about it," Mr. Asset explained. "There's an old saying, `If you want to own the solution, you have own the problem.' So we were the ones to start talking about it." They were also able to use a lot of red. Red is a very lucky color in China, Mr. Golden explained, so it was great that Lycored uses red.

Challenge #5: Distributing Your Content in China

Since China blocks all of the mainstream sites from the US, it has created Chinese alternatives. Your company will have to familiarize themselves with sites such as Baidu, WeChat, Weibo, and Youku and the differences between them and their US counterparts. The numbers on these sites and networks are huge, Mr. Golden says, but it can still be hard to reach the people. For instance, Baidu, he explains, uses a completely different algorithm than Google. Speed and number of pages are major factor, as are metatags and other factors that Google no longer takes into account. In addition, sites with more pages rank higher. From Mr. Golden's experience, sometimes companies will need to call Baidu personally in order to increase their website's loading time. Trade magazines are another excellent source for distributing content. They can offer cost-effective advertising opportunities, as well as paid advertorial opportunities. Advertising laws, however, are very strict. Any advertising consisting of experts that speak of benefits of a product must be cleared with the Chinese government beforehand or risk being fined.

Successful Penetration of the Chinese Market

Mr. Golden ended his presentation by telling companies interested in entering the Chinese market to first ask themselves the following questions:

• Is your brand ready to travel? If not, maybe go to a branding company (Oz or one of the E3 partners :P)
• Do you have a solid strategy? Don't go to China just to try it out.
• What are your priorities? Think especially in terms of your geography, people, and target markets.
• What marketing actions are right for your brand and your customers? Do you understand the media your customers are using?
• Do you have all the information you need? It takes talking to a lot of people to find out what's really going on.

If your company has good answers to all these questions, then the practical tips above should help give you a smooth entry to the Chinese market. It can be a challenging ride, but also a very rewarding one as well.

Note: This is Part 1 of a 5-part series highlighting the speakers from our annual international B2B marketing conference this past November. Read the introductory post to this series here. When our head of VP Strategy at Oz Branding, Dina Gidron, asked Dirk Assent, managing partner at Bernstein, Gmbh to talk about marketing in Europe at the B2B branding conference in November, he admits that he struggled to find material to talk about. "There's no blueprint for the perfect European campaign. There's no list of boxes that you can check off to find out if you're doing wrong or right in Europe. That's why today I'm going to talk to you about why marketing in Europe in like a polar bear," Mr. Assent announced. Mr. Assent continued to explain that although life in Europe seems quite romantic and uncomplicated, this perception changes when we talk about the European Union. He explained that although the term "union" implies that it works in coordination with other countries in a unified manner. In reality, the European Union is far from a unified entity, especially as a marketplace. To illustrate this point, he explained that the United States has 300 million people who are unified by the same language. Europe, in contrast, has 500 million people and 23 official languages. "If you're doing business in Europe as a whole, you have to do whatever you do for the US times 23." It's an oversimplified example, he admitted, yet it clearly presents the magnitude of the challenge of marketing in Europe. Discovering the Synergies between Different Countries (The Polar Bear Analogy) Of course, language is only one of the many things dividing the countries. There are also vast social, legal and cultural differences. Instead of harping on these differences, Mr. Asset cautions, they need to be embraced. At the same time, you need to find the common denominator, or synergies, between the many countries. When marketing in the European Union, he explained, you simply can't create a campaign that tells different groups of people the same story, uses the same pictures, and talks about the same issues. "It doesn't work, because you aren't embracing the differences", he says. "You have to instead create a flexible structure that adapts to their needs." At first glance, it seems quite contradictory to try to both embrace differences while adapting to different needs. How can we accomplish this in marketing? In order to demonstrate how to accomplish this, he made an analogy of marketing in Europe to the anatomical design of a polar bear. At first, Mother Nature asked the polar bear what it wanted to look like, and he requested black skin in order to soak up the sun's rays. Later, the polar bear realized that it might be better to have white skin because there's a lot of snow, since if he's white he'll be protected from his enemies. Amazingly, Mother Nature found a solution that takes both needs into account. Polar bears have black skins which soak up the sun's rays, and are stored by a layer of blubber underneath this skin. On top of this black skin, the polar bear has a layer of white fur that camouflages him in the snowy climate and helps to keep him safe from his enemies. He even illustrated Mother Nature's idea of this flexible structure with a diagram of his own (We loved your diagram, Dirk!):  

BayerCrop Science: Finding the Common Denominator for all Markets

One of his company's clients, BayerCrop Science, a major player in the herbicide market, offers a wonderful example of a marketing campaign that was successfully turned into a polar bear. Bayer is a company faced with a huge threat to the herbicide market: Resistance. Resistance is similar to the idea of immunity in medications; if a certain type of herbicide is used too much, it's useless in preventing weed growth. One simple solution to the problem is the use of rotation in certain herbicides. But this seemingly simple solution becomes very complicated to discuss in a marketplace such as the European Union. You have different crops in each country, in addition to different products, portfolios, product and trade structures, and topics. How did his company create a marketing campaign that would address the issue individually for each country, in a universal way? They decided to start with talking about the common denominator in each market.   "No one was talking about the threat of resistance. It was an invisible threat – but once it appeared, it was already too late. We gave this threat a face and a name, so people could start talking about it," Mr. Asset explained. "There's an old saying, `If you want to own the solution, you have own the problem.' So we were the ones to start talking about it." Mr. Assent cautioned that this is only one way of marketing in Europe. Again, there is no official blueprint for marketing in the European Union, only thousands of examples, including this one. However, this was a successful example of how his company was able to create a flexible structure with a coherent message that allowed each individual country to continue to build upon that structure. Each country could change the theme, language, type of crop, and even the story, but the central concept would remain the same. The end result of this marketing campaign? Bayer was successfully positioned as the leader and preferred partner in integrated weed management.