{"id":12214,"date":"2024-05-15T15:20:52","date_gmt":"2024-05-15T13:20:52","guid":{"rendered":"https:\/\/www.infopro-digital-media.fr\/dossier-la-notoriete-dans-le-b2b-enjeux-impact-sur-le-ca-et-nos-conseils-pratiques\/"},"modified":"2024-06-24T15:14:27","modified_gmt":"2024-06-24T13:14:27","slug":"brand-awareness-in-b2b-issues-impact-on-revenue-and-our-practical-advice","status":"publish","type":"post","link":"https:\/\/www.infopro-digital-media.fr\/en\/brand-awareness-in-b2b-issues-impact-on-revenue-and-our-practical-advice\/","title":{"rendered":"[Feature] Brand awareness in B2B: issues, impact on turnover and our practical advice"},"content":{"rendered":"\n

Brand awareness, which refers to the extent to which a company is recognised by its target audience, is not an end in itself. Long neglected by brands in favour of a form of performance marketing, working on brand awareness is nevertheless a business objective in its own right<\/strong>.<\/p>\n\n\n\n

To question the brand awareness of one’s brand is also, above all, to ask whether the brand is firmly established in the minds of its total addressable market, especially at the moment of purchase.<\/p>\n\n\n\n

According to the 95-5 rule, which stems from numerous empirical observations, 95% of your target audience is not in the market to purchase at the moment “M,” but will be at some point in the medium to long term (from several months to a few years).<\/p>\n\n\n\n

The challenge of brand awareness is precisely to ensure that your company is at the forefront of this vast majority of buyers when they decide to change service providers or suppliers. Brand awareness, therefore, guarantees a pipeline that will be fed in the relatively near future.<\/strong><\/p>\n\n\n\n

Brand awareness is also a trust builder and a business facilitator, as a lead or prospect will inevitably be more receptive to a sales or marketing approach if they have already heard of the company.<\/p>\n\n\n\n

In a context where B2B is recalibrating between branding and short-term actions (lead generation and direct marketing), we have chosen to dedicate a dossier to the question of brand awareness and its direct impact on overall business performance.<\/p>\n\n\n\n

On the agenda: <\/strong>analyses and practical advice from branding experts at Infopro Digital, practical guides, insights from Marion Cousin, Director of Infopro Digital Stories & Studies, and our infographic on the best speaking strategies in 2024.<\/p>\n\n\n\n

1. Brand awareness and branding are gaining traction among French decision-makers.\u00a0<\/h2>\n\n\n\n

Enhancing brand awareness remains a top priority for French B2B companies in 2024, as highlighted by our latest marketing budget study.<\/p>\n\n\n\n

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\ud83d\udca1\u200bIndeed, two out of three decision-makers (66%) plan to implement an action plan in this regard, with a higher representation from medium-sized companies (81%). While all sectors are involved, commerce and distribution (80%) along with industry (75%) will be at the forefront of this dynamic.<\/p>\n<\/div>\n\n\n\n

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French decision-makers view brand awareness not just as a vanity <\/em>metric, but as a tangible, concrete, and measurable driver of commercial performance, at least on three levels:<\/strong><\/p>\n\n\n\n