Siegel+Gale Releases Global B2BNow Study, Demonstrates Importance of Consumer Connection in B2B Branding

Siegel+Gale Releases Global B2BNow Study, Demonstrates Importance of Consumer Connection in B2B Branding

NEW YORK, May 29, 2014 /PRNewswire/ -- Global strategic branding firm Siegel+Gale ( today announced the release of a new global research study that offers definitive insights into the value consumer connections bring to business-to-business companies.

Siegel+Gale's B2BNow study shows that B2B brands that are familiar and relevant to consumers are more likely to be considered as solutions by prospective business decision-makers.

"Our research demonstrates that consumer-centric behavior creates significant business benefits for B2B brands," said Brian Rafferty, global director of research insights at Siegel+Gale. "As a result, these brands yield a notably higher overall growth."

Based on the findings, connecting with consumers:
Drives demand: B2B brands that are strongly connected to consumers are 10% more likely to make it into the "consideration" stage of their prospects' buying cycles

Boosts the bottom line: The top 10 most connected B2B brands, compared to least connected also showed:
27% more growth in stock value from 2010–2013

8% higher ratio of intangible assets to total assets in 2012

31% greater growth in revenue from 2010–2013

Siegel+Gale's B2BNow study rates 64 B2B-focused brands, based on a survey of close to 9,500 consumers and 450 decision makers, across nine countries in North America, Europe, Asia and the Middle East.

The study found that the most connected B2B brands:

Make their impact tangible to consumers

Foster consumer-centric cultures of innovation

Generate demand through cohesive brand experiences

Use simplified design to clarify their offerings

"There's a trend emerging where more and more B2B brands are shifting their focus to consumers," said Margaret Molloy, global CMO at Siegel+Gale. "Our study confirms there is considerable business value to adopting this mindset."

To download the B2BNow report, visit:

About Siegel+Gale
Siegel+Gale ( is the simplicity company. We seek it, defend it and embrace it in everything we do to help brands reach their true potential. Simplicity is the centerpiece of the strategies we develop that reveal the unique truths of an organization, the engaging stories we create that connect brands with their audiences and the meaningful experiences we deliver that are both unexpectedly fresh and remarkably clear.

Since 1969, Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Riyadh, Dubai, Shanghai and Beijing, but we're willing to fly just about anywhere. We're also not alone. As part of Diversified Agency Services, a division of Omnicom Group Inc., we have strong partners all around the world.

About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE: OMC), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.


Molly Muldoon
PR Manager, Siegel+Gale
[email protected]
SOURCE Siegel+Gale