In today’s economic climate, it’s not easy to make a case for brand awareness as a marketing priority. And yet… when budgets are under scrutiny and competition is fierce, standing out (and getting chosen) is more essential than ever. Brand awareness is what allows your business to live in the minds of the right buyers at the right time. It shapes decisions, shortens sales cycles, and amplifies the impact of all your other marketing efforts.
Here are five myths that are still far too common in B2B organizations and why it’s time to put them to rest once and for all.
Myth #1: B2B Branding Is More Complicated Than B2C
It’s often assumed that B2B decisions are purely rational, unlike B2C, which taps into emotion. In reality, nearly 69% of marketing leaders say B2B purchasing decisions are just as emotionally driven as consumer ones.
And it’s not just a gut feeling: emotional ads are proven to be more effective. According to brand tracking platform Tracksuit, brands can boost their pricing power by 40%. System1 research shows these types of campaigns build stronger brand memory, which significantly increases ad recall.
The real challenge? Finding the right emotion. Pride, fear of risk, need for validation, sense of security—these are powerful triggers, even in the most logical buying process.
Take Slack, for example: their campaign about email chaos hits a pain point nearly every team can relate to. Another good case? Mailchimp brings personality and humour to its messaging without losing technical credibility. Emotion is a shortcut to memory and preference.
Myth #2: Our Sales Team Handles Awareness
“Our sales team is top-notch—we don’t need brand awareness.” That logic overlooks a key fact: most B2B buyers today research independently online well before speaking with a rep.
A recognizable brand builds trust and opens doors. It allows your sales team to enter the conversation with a real advantage.
Myth #3: You Can’t Measure It
This myth persists primarily due to a lack of familiarity with the appropriate tools. But there are several practical ways to track your brand awareness:
- Branded search volume on Google (via Search Console or Google Trends)
- Organic engagement on social platforms (comments, shares, mentions)
- Brand lift tests from LinkedIn, Google or Meta
- Simple internal surveys targeted to your audience (e.g., “Have you heard of our company?”)
By combining a few of these, you can get a clear and useful picture of your brand’s progress.
Myth #4: We Don’t Have the Budget
You don’t need a massive budget to build meaningful brand awareness. What matters most is consistency and relevance. A strong positioning, aligned messaging, and a clear brand voice can go a long way.
A concrete example: a B2B company in the industrial software space doubled its organic traffic in just six months by optimizing its content for SEO and distributing it via a bi-weekly newsletter. Ad spend? Zero.
Organic visibility takes time, but it builds real, lasting value.
Also read: How much should you invest in marketing?
Myth #5: Short-Term Performance Is Enough
Performance marketing is useful—but it’s not the whole picture. Focusing only on short-term gains means you’re targeting just 5% of your potential market: those who are ready to buy right now. The other 95%? They won’t respond to aggressive sales messages, but they’re your future buyers.
Experts Les Binet and Peter Field recommend a 60/40 split: 60% of your marketing efforts should go to brand building, and 40% to activation. That’s the formula for sustainable growth.
LinkedIn sums it up well: “Most of your growth will come from people who aren’t ready to buy today—but will be tomorrow.”
How to Build Effective B2B Brand Awareness Today
To get real results, here’s what a solid awareness strategy should include:
- A distinctive tone: Drop the jargon. Use a voice that’s human, credible, and memorable.
- The right channels: LinkedIn, SEO, podcasts, newsletters, explainer videos… meet your audience where they are.
- Strong social proof: Case studies, client testimonials, certifications—nothing beats satisfied customers.
- Aligned editorial strategy: Every piece of content should reinforce the same core message.
- Data tracking: Monitor your brand’s visibility, content reach, and engagement. Use it to continuously optimize.
Ready to boost your B2B brand—without the fluff?
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