How to Build B2B Tech Brands That Shine (Without Blinding Everyone)

Let’s face it—building a B2B tech brand that truly shines can feel like trying to spot a shooting star on a cloudy night. But as Kirsten Johanson brilliantly lays out in her B2B Insights podcast (#50, for those who appreciate a good milestone), the stars are still out there. You just need the right blend of creativity, audience savvy, and a dash of data to make your brand glow, not glare.

Here’s the deal: If you want your B2B tech brand to light up the industry, you’ve got to nail these three elements:

1 . Creativity: The Secret Sauce

Let’s face it—building a B2B tech brand that truly shines can feel like trying to spot a shooting star on a cloudy night. But as Kirsten Johanson brilliantly lays out in her B2B Insights podcast (#50, for those who appreciate a good milestone), the stars are still out there. You just need the right blend of creativity, audience savvy, and a dash of data to make your brand glow, not glare.

Here’s the deal: If you want your B2B tech brand to light up the industry, you’ve got to nail these three elements:

2 . Know Your Audience: Seriously, Know Them

Today’s tech buyers are sharp. They can smell a generic pitch from a mile away. According to Kirsten’s survey, 68% of tech buyers say they’re more likely to give you the time of day if you actually understand their needs. So, stop talking at them and start talking with them. Your brand should be the one that says, “We get you,” and backs it up with action. Show them you’re more than just a vendor—you’re the partner who’s got their back. After all, relationships are built on more than just a handshake and a glossy brochure.

3 . Data: The Magic 8-Ball for Marketeers

Let’s not kid ourselves—data is your best friend when it comes to brand building. Kirsten highlights that 65% of B2B marketers are now using analytics to sharpen their messaging and measure what’s working. And why not? Data doesn’t lie. It’s the GPS that keeps your creativity from wandering off into the woods. Use it to figure out what’s resonating, tweak what’s not, and keep your brand heading in the right direction. It’s the perfect blend of art and science, and it’s how you make sure your brand shines for all the right reasons.

So, what’s the bottom line? In today’s tough B2B markets, the brands that shine brightest are the ones that dare to be different, genuinely connect with their audience, and use data to stay sharp. It’s time to stop playing it safe and start lighting up the night sky.

Because in B2B tech, the brands that stand out aren’t just bright—they’re brilliant.