The best B2B global brands for 2021
Every year the most relevant brands get their podium at the BGB Report – Best Global Brands. This is one of the most expected results and shows us what the big players serving as examples for all companies, willing to thrive and shine with their brands. Yes, the report contains the 100 best brands, however, how many of those do you believe to be part of the B2B world? Check this post to get to know these B2B stars!
Before jumping into the ranking, it is important to mention that a lot of brands operate with B2B and B2C, however, we are focusing on the unique and original B2B ones. It is common sense that even if a brand has B2B sales incorporated, it does not mean its final target is corporate. For example: of course, Disney has partnerships with big brands and companies while promoting their movies, although the final product of Disney is a B2C and we also know Google has some B2B departments in order to implement their cloud services, for example.
Out of the 100 brands exposed in the BGB Report 2021,
11% are B2B focused!
- Microsoft (03th in original ranking)
- Cisco (16th)
- Intel (17th)
- IBM (18th)
- SAP (20th)
- Accenture (32th)
- Salesforce (38th)
- Siemens (80th)
- Carterpillar (82th)
- Hewlett Packard Enterprise (84th)
- John Deere (90th)
What can we learn from analyzing the best B2B brands for 2021?
Lesson #1
B2B is almost 100% about technology. We are beyond industry 4.0, starting (or even already in) the 5th revolution, where businesses are focused on innovation, applying technology not just to grow in revenues but also, to do a better job while contributing to the world with sustainability.
Lesson #2
It is a promising business. Out of 11, only 3 faced a decrease compared to the value of last year’s ranking. The highest decrease was from IBM and Hewlett Packard Enterprise, both with -5%, while Salesforce lead the growth with +37%!
Lesson #3
They all have a human approach to social media. Oh yes – this was one of the most exciting insights while analyzing them, these companies are B2B focused but they still have a presence in social media, and their content, if you analyze, have a 100% human approach. Just because your client is a company it does not mean you have to ignore emotions. In the end, your buyer persona is a human, just like you. He might be convinced when you showcases numbers, but thinking about different ways to approach them, inspired on a B2C one can be differential.
Curious about it? Check out the Hewlett Packard Enterprise Instagram:
Lesson #4
Literally, 100% of those brands use Instagram to communicate with society. One of the things that I see the most about B2B is a lack of presence on this channel with the excuse of “my client is not there” or even “Instagram is more for B2C approach“. I have to say that I agree, but it does not mean this channel should be forgotten! As mentioned before, even if it is a B2B sales process, people connect by emotions, by common aspects and the argument for closing a deal does not need to be on Instagram, but the purpose behind your brand… that’s key and it is one of the best channels to showcase it.
Lesson #5 (and my favorite one)
They are ALL purpose driven. If you are not satisfied, indeed, all of the 100 brands shown are purpose driven. Their communication is not just about a product or a service, it is about what they want to contribute to society. As well mentioned by Charles Trevall, the Global Chief Executive Officer of Interbrand: “The work of PayPal and Salesforce in addressing issues such as economic equality and reproductive rights are further examples of how the best brands are providing systemic solutions to systemic problems. The most inspiring brands are reshaping themselves as true platforms of the possible.“