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Does Consumer Awareness Matter for B2B Brands?

by Ayaz Nanji  |  
May 29, 2014

Business decision-makers are 10% more likely to consider B2B brands that consumers know and feel connected to, according to a recent report from Siegel+Gale.

The findings were based on data from a survey of 9,500 global consumers and 450 business decision-makers who assessed 64 B2B-focused brands. To qualify for the study, a brand had to be on the Fortune Global 500 list and it had to have over 50% of its revenue come from B2B operations.

Besides increasing the likelihood of purchase, high consumer awareness was also linked to better financial performance: When the 10 most-known B2B brands examined were compared with the 10 least-known, those with high consumer awareness had 27% more growth in stock value between 2010 and 2013, and 31% greater growth in revenue.

Among the brands examined, tech companies (Google, Microsoft, and Intel) were determined to be the most "relevant"—i.e., general consumers both know the companies and feel an attachment to them.

However, another tech titan, Huawei, was cited in the report for being "known but not relevant"—meaning consumers recognize its name but are unsure what it does and do not feel a connection to the brand.

About the research: The report was based on data from a survey of 9,500 global consumers and 450 business decision-makers.

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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Nick Kosar Thu May 29, 2014 via web

    Thanks, Ayaz. This is interesting information. Recently I wrote an article ( that approached this "B2B branding" issue, but more from the perspective of marketing professional services, rather than the types of B2B brands you mention here. I referred to a Stanford professor's finding that in the B2C realm, the effectiveness of branding was eroding, partly due to the increasing importance of online reviews in the purchase decision process. However, whether from your perspective or mine, it appears that there is still value to be had in the B2B world with branding and awareness.

  • by @CRValeriann Wed Jun 4, 2014 via web

    Interesting survey, especially in light of the GM recall. As a B2B marketer and marketing instructor, I always argue that branding is even more important in B2B than in B2C, since the B2B sales cycle is longer, more convoluted, and includes multiple stakeholders... Yes, lead gen is super important and should have significant resources, but because of the nature of the B2B buy, branding is also a critical component to creating a conducive environment for getting your firm to the table and making a sale.

    Christine R. Valeriann,, @CRValeriann

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