B2B companies today face a sobering truth: performance KPIs are stagnating or declining because traditional demand generation is reaching its limits. Many companies are focusing solely on the lower funnel and neglecting to build long-term brand awareness. However, creative campaigns are the key to staying top of mind and ensuring long-term recall. This is crucial as B2B buyers often only choose from a shortlist of three to four suppliers. Those that are not present will be ignored - so B2B brand awareness is key to success.
"Mental availability" means that decision-makers immediately think of a brand when a need arises. However, strong B2B brand awareness is not achieved through generic performance advertising, but through creative and emotional brand communication. Creative campaigns and emotional storytelling make brands memorable. They also increase the likelihood of being shortlisted by decision makers.
A balanced marketing strategy in the B2B sector relies on synergies between awareness and demand generation. While demand campaigns promote leads and sales in the short term, awareness creates the basis for future conversions.
B2B services and products such as specific consulting services, systems and machines etc. are more likely to be purchased over longer periods of time? People don't look for a new law firm, a new SaaS offering or a wind turbine every day. According to the LinkedIn B2B Institute, only 20% of potential B2B buyers are in the market and actively looking - because the need is simply not acute?
If you calculate this figure for a quarter, this means that only 5% of potential buyers are currently searching the market and could generate qualified leads. So does this mean that we no longer want to address the 95% of our customers who are not actively searching with our marketing? Brands that regularly appear with innovative campaigns, PR stunts and stories are mentally available to decision-makers and are perceived as trustworthy partners. This also significantly increases the effectiveness of all performance measures.
Declining performance KPIs are a clear signal that short-term strategies are no longer sufficient. Companies that invest creatively in their brand communications are building long-term B2B brand awareness and demand. Creative campaigns that surprise and have an emotional impact stand out from the competition and increase mental recall - and therefore conversion rates.
Five steps to mental availability:
B2B brands that increase their mental availability have a clear competitive advantage. In a world where decision-makers often only choose from a shortlist of suppliers, the strength of B2B brand awareness determines who makes the shortlist in the first place. Companies that invest boldly in creative campaigns will perform better in the long run - because they are in the minds of decision-makers when it matters.
Uhura generates growth for B2B companies through creation and technology, combining attention-grabbing campaign work with effective performance and optimisation of your campaigns. Just ask us.
