Why Brand Salience Is The Ultimate B2B Marketing Objective – Forbes Agency Council Post


This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.

In today’s crowded online ecosystem, highly effective, breakthrough B2B marketing is more difficult to achieve than ever before. There is so much noise — so much content — that it takes sustained effort to break through.

Like trying to attract attention in a crowded room, gaining recognition, generating leads and increasing sales don’t happen by accident. As a result, effective B2B marketing campaigns take longer and are more involved than we often expect or believe.

This common misconception often keeps B2B SMBs from crafting appropriate target personas that generate new leads.

That’s not to say that B2B marketing is ineffective. According to one report, 60% of always-on, sustained marketing programs are successful. Instead, we need to reorient our thinking about B2B marketing. Embracing the right mindset and pursuing the right outcomes can make marketing campaigns a success.