Addressing mental availability is more important than brand rejection for B2B marketers

Research by the B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute has identified a mental availability issue for business-to-business players.

Business-to-business (B2B) marketers should be less concerned about customers rejecting their brands and more focused on coming to mind in buying occasions.

That insight emerged from analyses that were conducted by The B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute, a research center within the University of South Australia.

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