The Brand Investment Payoff: Why 77% of B2B Leaders Prioritize Branding for Growth

If you're not investing in your brand, you're leaving money on the table.

Here's why:

- A whopping 77% of B2B marketing leaders say branding is critical for growth (Circle Research).
- Companies with strong brands see 5x higher EBITDA margins (McKinsey).
- In +60% of buying decisions, buyers create a shortlist of just 2–3 vendors. And they’re picking their first choice  (Ehrenberg-Bass Institute).

Yet, most companies are still underinvesting in brands, thinking demand generations are all you need. Newsflash: It won't.

Remember, only about 5% of buyers are in the market at any given time (Ehrenberg-Bass Institute). The other 95% is the ball games.

They are picking their buyer today for their decision tomorrow by deciding who they trust, who is creating value, and who is there for them when they are not buying yet.

When it's time to buy, 60% of decisions are made before a customer even talks to a supplier (CEB). They choose from a shortlist of just 2-3 vendors and go with their top pick 70% of the time.

Here are three steps to help you become the chosen one:

1. Allocate 30% of your marketing budget to brand-building activities.
This hurts at first because it creates a gap, but it pays off 100X down the road.

2. Create a “brand experience calendar” focused on combining your value with thought leadership.
Aim for at least one high-value, non-promotional of your ideal customer's pain points and aspirations a week. This can be LinkedIn, webinars, free studies, partnerships….. You get the idea.

3. Listen, research, and learn.
Create a strategy always to know what your audience cares about and where they are.
This is key because if you follow your audience, they will take you to the promised land.