Principles of building a successful B2B brand

In this article, Alexandra Voronetskaya, EvenBet’s marketing expert, shares her expertise in building trust through deep industry knowledge and establishing your brand as a trusted partner in the iGaming community.

Niche-specific brand-building in the iGaming industry requires balancing innovation with trust and expertise with adaptability. With its leading role in this space, EvenBet Gaming has become a perfect example of how effective brand development can drive long-term growth in the B2B arena.

Measuring Success in B2B Brand Building

How do you know if your B2B brand is successful? Traditional metrics only tell part of the story. I use mostly commercial metrics like ROI per channel, while my colleagues may opt for metrics like cost per lead or the time needed to close a new deal.

A full market analysis, customer satisfaction metrics, and engagement indicators should also be considered in a well-rounded approach to measuring B2B achievements. Also track performance across multiple channels to ensure your efforts stay on track and are flexible enough to adapt to changing market conditions.

Navigating the Challenges of Brand Building

I have been in the business for years and have discovered that building a good B2B brand is a challenge in itself, especially in iGaming. The main nuances are:

• It’s difficult to define the end point of a brand’s development.
• Building culture and knowledge within the industry takes a lot of effort.
• Getting your message to the end consumer can be a very long journey.
• A deluge of information about different brands and products makes it harder to stand out.
• It has become more difficult to identify and rectify fraud.
• Brand identities in iGaming are largely built around one or two brand representatives with a strong media presence.

Some of these are a staple of our industry and do not make for real issues, though they can be potentially damaging. In this regard, EvenBet opts for balance: maintaining a consistent brand voice while evolving to keep up with the market.

Core Principles of Successful Brand Building

Success in B2B brand building relies on a wholesome integrated approach. To sum up, our approach to brand building includes:

• Strategic integration of marketing channels.
• Regular performance analysis and planning.
• Focus group testing for new initiatives.
• Continuous market research and adaptation.
• Strong emphasis on customer feedback and satisfaction.

And what doesn’t work?

• Focusing on a single element and investing too much money and effort in it.
• Copycatting others’ marketing approaches, however successful.
• Classic negotiation tactics like direct discounts on services or price wars for B2B.

The iGaming Industry: Unique Considerations

In iGaming, staying consistent and following the general market trends is crucial because it will be difficult to come back once you’ve slid out of favour. It is also necessary to test marketing strategies for both B2B and B2C clients since the B2C customer is our indirect customer too. By understanding the end customer better, we help our direct customers to succeed. Other things to keep in mind:

• Regulatory compliance: we guarantee full compliance with gaming regulations in all jurisdictions where we operate. It includes keeping current licences, implementing necessary data protection measures, and adapting our platform to specific regional needs.
• Responsible gaming initiatives: we’ve incorporated sophisticated player protection tools into our platform such as self-exclusion, betting limits, and reality checks.
• Regular industry trend analysis: we continuously monitor and analyse emerging trends in both technology and player preferences, participate in major industry events.
• Strategic partnerships with key market players: we carefully select partners, who share our vision for innovation.
• Continuous product innovation and improvement: we have a robust product development cycle based on operator feedback and market analysis. It includes regular platform updates, new feature releases, and performance optimisations.

EvenBet’s Vision for 2025

As EvenBet looks to the future, we focus on strengthening our position in the market through innovative strategies. Right now, we’re looking at the results for 2024 and reviewing the strategy to see where we can improve our work and what we can take out. For the next year, we want to introduce more expertise into the market and make our brand’s voice even more diverse by focusing on our team members.

During my time with EvenBet, I’ve come to realise that to be successful in B2B iGaming, you need to have a perfect mix of strategy, market knowledge, and execution. Our commitment to holistic brand building continues to evolve and innovate, and we are looking forward to partnering with more brands in the B2B iGaming space.