How B2B brands grow: Insights from The B2B Institute and the Ehrenberg-Bass Institute for Marketing Science

Research by The B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute for Marketing Science has shown that driving mental availability is a critical task for business-to-business (B2B) marketers.

Business-to-business (B2B) marketers hoping to drive growth should focus on mental availability – that is, the likelihood their brand will come to a customer’s mind in different buying situations.

This was the headline insight from research into enterprise-to-enterprise communications led by The B2B Institute, a think tank funded by LinkedIn, and the Ehrenberg-Bass Institute for Marketing Science, a division of the University of South Australi

“Your brand, your logo, better be in the first second of your ad,” Weinberg concluded. “And it better be on every frame of the ad thereafter.”

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