The art of personal branding in B2B

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Personal Branding B2B… what impact on commercial performance?
By definition, B2B involves transactions between organizations... but in the end, it is always the human who decides based on objective factors (technical quality of the offer, price, payment facilities, etc.) and subjective factors (affinities with the interlocutors, perceived image of the service provider, etc.).

Moreover, the economic literature has produced the theory of limited sweden telegram data rationality (Herbet Simon), which postulates that the individual's decision-making capacity is impaired by a set of constraints such as lack of information, cognitive biases and lack of time. "Decision-makers tend to choose satisfactory rather than optimal solutions," we can read in the paper developing the theory.

In a context of unbridled digitalization, in the aftermath of a pandemic that has literally distanced interlocutors, subjective elements seem to be gaining in importance in the decision-making process. What if Personal Branding was the missing link in your LeadGen strategy and your sales efforts?

Personal Branding: principle, formats and objective​
In a broad sense, Personal Branding is a practice that consists of promoting an individual through marketing techniques usually used to advertise a brand or a product offering. In a B2B configuration, Personal Branding consists of highlighting a "company figure", most often its CEO (SME) or a senior executive (large company) to make it another LeadGen channel.

In practice, the professional in question will lead a dense activity on social networks, particularly on LinkedIn, by sharing his Insights, studies, ideas and issues in line with the interests of the company's target. We then speak of "Thought Leadership", an expression generally translated as "Leadership by ideas" or "Enlightened leadership".

Personal Branding actions also include:

Feeding a blog;
Participation in professional events;
The publication of books, most often to benefit from the status of author. Here we will look more for the status than for the sales of books strictly speaking;
Speaking out in specialist media. Here again, it is not so much the audience for shows and other speaking out that is sought. The aim is rather to disseminate this content to its audience on social networks to gain legitimacy.
It is interesting to note that Personal Branding is a "borderline" practice, in that the "branded" professional also benefits from positive spin-offs on his image... spin-offs that can potentially benefit him on the job market. Naturally, this dynamic is not necessarily in the interest of the company.