Business Growth for Manufacturing and Engineering Challenger Brands

Genius solutions developed by engineering and manufacturing companies compete to get noticed, especially if you're positioning your unique product or service against an established leader. Each competing solution generates marketing buzz, white papers, and a heavy amount of noise to attract buyers' attention.

As an introduction to how Wendt Partners helps challenger brands like yours gain ground against established brands, we'll share the needs, challenges, and opportunities that lie at the heart of the battle for B2B attention, starting with the most significant challenge:

Wendt Partners has developed a unique Business Growth Stack model for our manufacturing and engineering clients poised to dethrone The One. But leveraging the power of that model starts with understanding why your targeted companies make "safe" purchasing decisions.

Tech Space Purchasing

The average corporate purchasing decision-maker wants to know that once they've made a purchasing decision for goods or services, their choice will:

• Get the job done.
• Be adopted by the entire department or company.
• Provide exceptional customer service and support when you or your customers have questions

Buyers notice costs, but pricing may not affect how they perceive value. Unlike B2C purchasing, buyers fill orders based on identified problems and solutions. However, just like B2C purchases, buyers and their companies want to solve the issues that keep their CEOs awake at night. In other words, you need to show how your product is uniquely effective compared to the market share ruler you're attempting to dethrone.

Challenging the Status Quo

To break through the barriers set up by The One, your challenger brand needs to convince a buyer that:

• You understand their business problem or need.
• You have a solution that matches their demand or solves their situation better than The One.

Identifying real needs and problems is the secret sauce for challenger brand growth. Challenger brands need to successfully show that their offer, product, and software solutions match the quality, ease of use, and feature set of the established brand competitor.

It's helpful also to have a differentiator that entices prospects to try something new – and a clearly defined path for clients to easily migrate into new systems and software. Education is key to easing both data transition and the human learning curve involved in switching to the challenger brand's solution.

How Wendt Partners Helps Challenger Brands Grow

Wendt Partners helps challenger brands communicate with their prospects, increasing buyer confidence by reducing risk. We meet their needs through a detailed inventory of their plans, processes, and potential. Our approach enables companies to develop a strong brand position and helps them strategically package products and services. Our clients learn ways to:

• Overcome the reluctance of risk-averse buyers.
• Increase confidence that purchasing from our challenger brand client is a good, sound decision.

The B2B Growth Stack

How we guide our challenger brand clients through this process is rooted in our comprehensive approach unique to Wendt Partners - the B2B Growth Stack. Our method integrates all five essential building blocks for business growth, especially when facing the goliath-like competition in your category, The One.

In the world of B2B business growth, our model consists of five elements. Two strategic pillars, business and brand strategy, create the frame that holds everything else together. Stacked between these pillars are three execution layers: marketing, sales, and customer relationship management. Each pillar and execution layer is further broken down into components. Agile and Iterative project management perspectives, uniquely suited to manufacturing and engineering clients, guide our work to build challenger brands into successful competitors:

Exploring the B2B Growth Stack, In-Depth

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