The B2B cultivators

Challenge:

The Association of Business to Business Agencies has a unique place in the world of B2B marketing. It was originally established to differentiate and promote the specialist skills which agencies need in B2B markets. But ABBA having achieved its original aim, had grown and its purpose was now wider and stronger.

It was now looking to promote knowledge sharing, best practice and up to the minute techniques among its members and present the authoritative voice of B2B expertise to the world. So ABBA's identity needed to reflect its new purpose and position for the future with a strong Brand and Website to portray their its leadership and understanding of the expanding market.

Solution:

ABBA is the custodian and head gardener of B2B.The "Tree" of knowledge and expertise grows as ABBA expands to provide a reassuring skills base for prospective agency clients. At the same time, ABBA offers prospective members a way to of tap into greater resources and knowledge. Unified we stand strong. When the B2B tree needs care and attention, ABBA tends to its changing needs.

Research indicated a common misconception about the creative quality of B2B work "it is dull and boring" - an issue that ABBA chose to confront with its own identity and lead the change. Interactively the message continues, advertising their website as a unique platform for dedicated agencies to promote their businesses, exchange ideas and best practice. The Agency search and Knowledge Zone stand as the two pillars of the sites strength, providing all the information a business might need on approaching the B2B industry.

Results:

Hits to the ABBA site have increased by a factor of 10. In the 2 years since the rebrand,  membership of ABBA has increased by 85% and increasingly more and more businesses want to be a part of ABBA.

Brand awareness has increased. The brand look and feel is now widely recognised and ABBA is the home of B2B agencies.