B2B Days: Brand Strategies and User Needs
2 min read
It's one of the most important expert gatherings of the year in the B2B sector: the B2B Days took place in Würzburg from 17 to 18 October. This year's event focused on the customer, or rather the user. Under the motto "Customer First", the question was how products can be developed that are precisely tailored to their users' needs. As a specialist in user-centred corporate websites, we were on site to present the project "Making of liebherr.com – A Company in Digital Transformation".
Liebherr Case Study: International Umbrella Brand Portal with Eleven Business Divisions
In the practical case study at B2B Days, interactive tools managing director Klaus Cloppenburg and Kathrina Kaufeldt from Liebherr International take a look behind the scenes and discuss how the user-centred web presence of the internationally active company came about. It covers target group definition across eleven business units, internationalisation, interfaces and PIM, employer branding and CRM. In short, how corporate goals and user needs can be reconciled.
To identify user needs, we surveyed potential Liebherr customers and analysed their behaviour in the agency's own usability lab. Based on the test results, we took on the complete redesign and design of the corporate website. The result is a clear, easy-to-understand umbrella brand portal, quickly accessible to all target groups, integrating all eleven business divisions.
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Brand Management and Marketing in Times of Collective Networking
The new liebherr.com is an internationally oriented B2B portal that brings together everything from products to careers to service, putting users' needs front and centre. The B2B Days revolved around exactly this question – how you too can reach your customers in a target-group-appropriate way and adequately address their needs.
At the B2B Brand Conference on 17 October and the B2B Marketing Congress on 18 October, the topic of customer orientation was examined from every perspective, showing how brand management and marketing are changing and evolving in times of collective networking.
Your Contact
- Klaus Cloppenburg
Managementsynaigy
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