How to Drive Real Business Growth from Marketing

"B2B buyers don't think in straight lines" ~ Richard Parsons, Co-Founder and Managing Director, True.

The goal for businesses is clear: Win market share. In today’s fiercely competitive B2B landscape, brands that aggressively pursue market share growth are best positioned for long-term success. However, achieving this requires a deep understanding of how B2B buyers make decisions and a strategic approach to marketing investment. 

Forget the outdated, linear funnel. B2B purchasing decisions are far more complex. Buyers don’t simply progress through a series of predictable stages, nor do they think rationally one day and emotionally on another day. Instead, they engage both their rational and emotional brains throughout the entire journey. We call this the dual-brain funnel because both parts exist simultaneously: 

• System 1 (Emotional): This is the domain of gut feelings, intuition, and brand perception. It’s fuelled by factors like brand awareness, thought leadership, and social proof. Buyers connect with brands they trust and admire, brands that resonate with their values and aspirations. 
• System 2 (Rational): This is the analytical engine, focused on logic, data, and tangible benefits. Buyers scrutinise features, pricing, and ROI, seeking concrete evidence to justify their decisions. Content like case studies, white papers, and product demos play a crucial role in satisfying this need for rational validation. 

Only by addressing this dynamic interplay of emotion and logic throughout the decision-making process can we get on the list at all. 

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2. Getting on to the mental shortlist 

True’s research, “The Rule of Three in Every Purchase Decision,” reveals a critical truth: when B2B buyers enter buying mode, they instinctively generate a day-one list, a mental shortlist of three 

brands they believe can solve their problem. And a staggering 90% of the time, they ultimately choose from this initial “top 3.” The first brand has a 40% chance of winning the sale, the second 30%, and the third 20%. 

This highlights the importance of brand salience – ensuring your brand is top-of-mind when buyers move from out-of-market to in-market and are ready to purchase. However, achieving sustained brand salience requires more than just a fleeting moment of awareness. 

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2. So, what should we do, Outspend or Outthink? 

There’s a clear correlation between share of voice and market share growth. If your budget allows, aim to outspend competitors to amplify your message and capture a larger share of the conversation. 

However, even with limited resources, you can still win. Creativity is your secret weapon. Develop innovative campaigns that generate buzz, earn media attention, and spark conversations. By capturing the imagination of your audience, you can achieve a level of impact that transcends mere media spend.

The age of effectiveness 

1. The B2B marketing landscape is evolving. As brands move beyond performance marketing and embrace the power of brand building, a window of opportunity has opened. By investing strategically, leveraging the dual-brain funnel, and maintaining consistent brand salience, you can gain a significant competitive advantage and drive sustainable growth. We can transform advertising from a cost centre into a strategic investment and shift the focus from narrow efficiency metrics (like ROI and CPL) to broader measures of business value and marketing effectiveness. Let’s make this the age of effectiveness. 
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This content was originally published in the UK B2B Benchmark report*