Why B2B should invest in brand awareness

Until recently, B2B marketers who weren’t delivering more leads than their sales team could keep up with wouldn’t be considered worth their paycheck. In some organisations, this may still be the case.

However, the most enlightened are switching on to the fact that focusing purely on lead generation isn’t all that. A study into B2B buying decisions by dentsu found that ‘demand generation or driving and converting leads’ had dropped from the third most important factor in a marketing strategy to seventh between 2021 and 2024. 

Instead, brand building topped the 2024 charts for B2B marketing priorities. With buyers’ decision time increasing by 54 days since 2021, bringing more leads through the door isn’t enough to close deals. Marketers must persuade buyers with a brand that’s trustworthy, memorable and reputable, as this article will explain. 

What does effective B2B brand awareness look like? 

No two B2B brand marketing campaigns look the same (or shouldn’t at least). However, there are three standards a creative or execution should meet to stick in buyers’ minds.

Buyer-first

If you’re not answering your target buyers’ needs or sitting within their interests, then you won’t get their attention. More than being ready to help, you need to show you genuinely care about them, understand their passions and can solve their problems. 

Adobe’s brand building has been a slow burn based solely around boosting the creative community. From highlighting their work to helping them upskill, creators have replaced products at the centre of Adobe’s digital marketing campaigns. This has led them to grow into one of the world’s top brands.

Unique

Out of those surveyed by dentsu, 68% of buyers said “many of the brands I see at work have very similar marketing and communications messages - they all sound and act the same.” A creative execution that stands out for all the right reasons will ensure you break through the noise and get noticed. 

Ever since the ‘We tried Slack…’ campaign more than 10 years ago, the project management tool set itself apart as a quirky, fun brand that genuinely helped businesses. They’ve continued to develop its distinctive tone of voice since, culminating in its latest advert The Big Meeting. 

Memorable

You might be saying something different, but if it’s too long and complicated, no one will remember you when it comes to making a purchase. This is particularly important in B2B where the buying decision process can take several months or even longer. 

Although not every brand needs to be so bold, HubSpot's LinkedIn posts certainly can’t be called ‘boring’. Flying in the face of corporate ‘boomer’ language, the CRM business has gone all Gen Z and started turning heads. People don’t know whether to laugh or be outraged, but they’re sure to remember them (and maybe get lost in the comments). 

How does brand awareness benefit B2B businesses?

If you’re going to reallocate the budget from your lead generation activities, then your directors and board will want to hear a strong justification for it. Below are several reasons to present to them. 

Market differentiation

The number of brands being considered during B2B buying journeys has grown 62% since 2021. Maintaining regular brand awareness activities will keep you at the front of your buyers’ consciousness. This makes you more likely to be remembered and put on the shortlist when they’re making a purchasing decision. 

Alongside being memorable, it’s key that your brand perception is positive and relatable to your target audience. Otherwise, your business will differentiate itself for all the wrong reasons and could have a negative impact on your brand.

Builds buyer trust

B2B purchases aren’t made on impulse, they’re based on transparent, long-term relationships. If your brand awareness campaigns are consistent, engaging and relevant, your potential buyers will become more confident and be more likely to sign on the dotted line. 

When you offer genuine help and support, they’ll feel more connected to your brand. Showcasing real expertise will reassure buyers that you can handle their needs. Having genuine credentials and a positive track record that they can use to convince other colleagues is also one of the main priorities for business buyers. 

Drives long-term growth

Brand awareness isn’t a one-touch tactic. It’s a strategy that takes time, consistent effort and budget. However, brands that take it seriously can enjoy big long-term rewards. Set in buyers’ consciousness as a trustworthy partner, more leads are more likely to purchase from you when the time comes.

When you show up time and again with the right support and expertise, you build a strong relationship that makes buyers more likely to return to you. They’ll also hold huge value against your services, products and team, which eventually means you can increase your prices without it being uncompetitive.

Engages employees

If your brand fosters genuine positivity, then it will inspire your colleagues as well as your buyers. When your business is known to be a good employer, it showcases your trustworthiness, and is ranked as the second most important factor for consumers.

By increasing the value of your brand by making it strong and credible, you can also turn employees and investors into advocates. This doesn’t just help you close deals more effectively but helps improve productivity, attract and retain talent and increase stakeholder confidence.

How to improve and measure B2B brand awareness 

Your business’s exact brand awareness KPIs and strategy will vary depending on factors such as market maturity, current perception and the complexity of your buying journey.

Share of voice, PR mentions, social media engagement and direct website traffic are just a few metrics you might consider tracking. While case study content, expert thought leadership and social media packed with personality are some of the tactics which may prove powerful for your buyers.

After supporting some of the UK’s biggest energy and utilities names with their brand building activities, we know how to amplify a business with an effective awareness strategy. Get in touch to find out how we could do the same for your brand.