Business-to-business (B2B) marketers hoping to drive growth should focus on mental availability – that is, the likelihood their brand will come to a customer’s mind in different buying situations.
This was the headline insight from research into enterprise-to-enterprise communications led by The B2B Institute, a think tank funded by LinkedIn, and the Ehrenberg-Bass Institute for Marketing Science, a division of the University of South Australia.
“It turns out whether we’re talking about toothpaste, or cloud computing, or commercial banking, the brand that comes to mind is usually the brand that gets bought,” Pete Weinberg, head/development at The B2B Institute, explained...