Best-in-class brand building: The B2B edition

If there’s been one defining mantra for the marketing industry over the last few years, it’s this: wise businesses invest in brand during an economic downturn. With 2024 already shaping up to be another unstable year, those words of advice will once again be ringing in the ears of CMOs. Though many B2B businesses overlook the value of a strong brand, the same rule applies. According to research by the LinkedIn B2B Institute, only 5% of B2B buyers are in-market at any one time, and 90% of them will already have a list of vendors for consideration. To get on that list, B2B businesses must ensure they’ve built enough mental availability to come to mind.