How B2B brands grow: Insights from The B2B Institute and the Ehrenberg-Bass Institute for Marketing Science

Research by The B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute for Marketing Science has shown that driving mental availability is a critical task for business-to-business (B2B) marketers.

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...