Where B2C brands are based on emotion and driven by advertising, B2B brands are built on rational, functional attributes that add value. B2B customers develop brand loyalty based on analytics and factors like:

• Quality of assortment
• Staff knowledge
• Support
• Customer service
• Reliability
• Delivery speed

To determine if you’re stuck in a holding pattern, first look at the characteristics of your average transactions with customers:

• Do they only buy a small number of product categories?
• Do they buy big products from you but not their accessories?
• Do they buy infrequently?

Next, look more closely at your customer research. It’s easy to be fooled into thinking customers know what you offer and you’re capturing as much as you can from them when customers think they’re bigger than they are. They’re buying everything they can within the paradigm of what they think you sell. Your customers may love you, but again, when you look at the numbers, they’re probably buying a small number of product categories or infrequently.

You must get customers’ attention if you want out of the brand graveyard. Strategize to put your products in front of customers in bold ways that break the mold of what they think they know about your brand.