CLARITY: 95% Aren’t Interested In You…Yet

Research by the Ehrenberg-Bass Institute of Marketing Science concludes that up to 95% of business customers are not actively seeking new goods and services at any given time.

Take a moment to consider that figure – 95%.

Association

This implies that most sales and marketing efforts primarily reach B2B buyers who are not currently considering the product or service being offered.

For marketing teams, this highlights a strategic flaw when budgets are concentrated on short-term campaigns, with immediate success and failure assessments, as a key objective.

The goal should be to establish strong brand associations. When prospects are in the market for your services they will remember you.

Patience, and waiting for the right moment, is important.

Questions to ask yourself…

1. Are you creating distinctive communications that can leave a lasting impression?

2. Do you consistently produce thought-provoking communications that you can share with decision-makers?

3. Are you getting the right balance between short-term sales and long-term brand building?

Optimisation

Our most successful B2B clients are those whose Sales and Marketing teams collaborate and unite behind a plan that emphasises:

– Long-term brand building

– A distinctive brand voice with personality

– A clear list of target customers and a deep understanding of decision-makers

– Regular production of thought leadership content to support the sales teams