“There is only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde, The Picture of Dorian Gray.
If people don’t know you exist, they can’t talk about you – never mind buy from you. ‘Awareness’ feels like a vague word to define such a hugely important part of your strategy. But if you don’t get the top-of-the-funnel stuff right, no one’s going to slide down any further!
Here’s how you can maximise your brand awareness efforts using B2B market research. Let’s give them something awesome to talk about!
Why brand awareness matters for B2B businesses
Brand awareness is about making sure your business is recognised, remembered, and trusted by the right people. In the B2B world, it’s the difference between being an option and being the obvious choice. It’s not just about being visible – it’s about standing out for all the right reasons.
B2B companies face unique hurdles. Decisions aren’t made on the spot. They’re the result of long sales cycles, in-depth research, and input from multiple stakeholders. If your brand isn’t front and centre during this process, you risk being overlooked. Plus, in a sea of similar products and services, it’s your brand’s reputation, story, and values that give you the competitive edge.
Here’s where B2B market research becomes a game-changer. It reveals how people truly see your brand – what they think, what they say, and whether you’re top of mind at decision time. With these insights, you can refine your messaging, highlight your strengths, and connect with your audience on a deeper level.
Strong brand awareness isn’t just a ‘nice to have’. It’s what builds trust, sparks conversations, and ultimately drives decisions. For B2B companies, it’s the key to staying relevant, memorable, and ahead of the competition.
Fancy some B2B brand awareness figures?
Recent research discovered some interesting conclusions about the current B2B brand experience:
- The number of brands being considered during the B2B buying journey is up by 62% from 2021.
- The three major trends for B2B buyers are:
- Brand has never mattered more: “Buyers still struggle to see the difference between brands swimming in a sea of sameness.”
- Customer experience can shorten the sales cycle: “Buyer inertia is a growing problem, but there is evidence that hybrid digital/physical experiences that have an impact from minute one can accelerate deals.”
- 52% prioritise personalised decision drivers over professional drivers: “B2B buyers want experiences that are relevant to them, but what’s relevant varies significantly depending on the role of the buyer. Experiences that are tailored to the needs of the buyer are more effective, and maturing technology allows brands to increasingly deliver this personalisation at scale.”
- The difference between buyer perception of brand and marketers is stark:
- 71% of marketers rate their performance as ‘strong’ for “communicating a distinct brand position or strong USP”.
- 68% of B2B buyers agree with the statement “Many of the brands I see at work have very similar marketing and communications messages – they all sound and act the same”.
Woah! That last statistic is quite damning, isn’t it? Don’t lose heart – B2B market research is your knight in shining armour here…
The role of B2B market research in building brand awareness
Think of all the brand awareness activities you’ve already invested in: ads, blogs, newsletters, video mini courses, webinars, social media campaigns… It’s a lot. A lot of time, expertise, resources, and money. And you want to make the most of that budget!
By leveraging market research, B2B brands can build awareness that goes beyond recognition – awareness which creates trust, credibility, and a clear reason to choose you. Here’s how:
- Find your perfect audience: Get crystal clear on who your dream clients are, what they care about, and where they hang out. When you know exactly who you’re talking to, you can grab their attention in all the right places.
- Discover what they really want: Market research helps you uncover what your audience loves, what frustrates them, and what they’re actively looking for. With this insight, you can shape your brand to feel like the perfect fit.
- Solve their biggest problems: When you know the pain points keeping your audience up at night, you can position your brand as the no-brainer solution they’ve been waiting for.
- Speak their language: Research tells you the words, tone, and style that make your audience feel like you get them. It’s how you build real connections and create messages that stick.
- Spot what’s missing in the market: By studying your competitors, you can pinpoint what they’re missing and position your brand to fill that gap. It’s how you stand out and stay ahead.
- See how you’re perceived: Regular feedback shows you exactly how people view your brand – are you front of mind or blending in? Use this to stay relevant and keep evolving.
- Win over decision-makers: With real insights to back you up, you can create customer journeys that convince even the toughest buying committees to choose you.
Market research isn’t just about gathering data – it’s how you shape a brand that people trust, remember, and keep coming back to.
Using ScoreApp to enhance market research and brand building
ScoreApp makes getting to know your audience easy, insightful, and even fun. By creating engaging quizzes, surveys, or assessments, you can dig deep into what your ideal clients care about most – their goals, challenges, and priorities. It’s like having a direct line to what they’re really thinking.
No more guessing, or gut feeling. ScoreApp shows you exactly what’s driving your audience and where they need support. Whether it’s uncovering their biggest pain points, understanding what they value in a solution, or finding out how they see your brand, the insights are all in one place, ready to guide your next move. You can ask questions like:
- What’s holding you back?
- What do you need most from a [product/service] like ours?
- How do you view our brand right now?
Here’s how it works: Imagine a quiz reveals that most of your audience struggles with one specific problem. You can now create campaigns that speak directly to that pain point, position your product as the go-to solution, and make your messaging truly click. Or, if your assessments highlight unexpected trends, you can use them to refine your value proposition or design hyper-targeted offers.
With ScoreApp, market research isn’t just a task. It’s how you build trust, connect with your audience, and create a brand that feels like it was made just for them.
Crafting a consistent and resonant brand message
A consistent brand message creates strong connections and keeps you top-of-mind at every step of the customer journey. The best part? Market research gives you the solid data to build a cohesive communication strategy.
When you really understand your audience – what they care about, how they talk about their challenges, and what they need most – you can have authentic conversations. Whether it’s a social media post, website copy, or an email follow-up, your message will land because it speaks their language.
That’s where ScoreApp has your back. By using quizzes, surveys, or assessments, you can uncover the exact words and priorities your audience shares. These insights will help you create communication that feels authentic and hyper-relevant, no matter the channel. With ScoreApp, your messaging becomes a seamless experience, guiding customers from curious to confident every step of the way.
Leveraging market research for thought leadership
Thought leadership is about showing your audience you’re not just in the game – you’re leading it. And the best way to do that? Create content that tackles the topics they care about most.
Ongoing B2B market research helps you uncover exactly what your audience is thinking – their questions, challenges, and priorities. With these insights, you can create white papers, reports, webinars, or other content that feels spot on and super valuable. It’s how you show up as the expert they trust.
With ScoreApp quizzes, it’s even easier. You can gather real data about what’s trending, what’s worrying your audience, and what they’re excited about. Then, you can turn that into content that solves their problems and keeps them coming back for more. ScoreApp helps you spark conversations and position your brand as the go-to authority in your industry.
Targeting the right channels to boost visibility
Market research shows you exactly where your audience spends their time – whether it’s on LinkedIn, niche industry publications, social media, or attending conferences. With these insights, you can target the right platforms to boost your brand’s visibility where it matters most.
ScoreApp makes this easy by helping you segment your audience based on their preferences, behaviours, and interests. Want to run a LinkedIn campaign targeting decision-makers in a specific sector? Or tailor a webinar for a certain pain point? ScoreApp gives you the data to customise your campaigns and meet your audience exactly where they’re most active.
Tracking and refining brand awareness efforts
Tracking brand awareness is key to knowing what’s working and what’s not. Metrics such as engagement, impressions, and recall give you the insights for keeping your brand top of mind.
With ScoreApp, you can easily gather ongoing feedback from your audience so you’re always in tune with their needs and perceptions. ScoreApp helps you track how your brand is being received and what’s resonating with your audience with customisable templates and automatic segmentation built-in. This lets you tweak your strategy in real time so your brand stays relevant, engaging, and effective as your audience evolves.
Supercharge your B2B brand awareness with data-driven insights from ScoreApp
In the fast-paced B2B world, market research is the backbone of building strong brand awareness. It’s the key to understanding your audience, crafting the right messages, and correct positioning among your competitors. And that’s where ScoreApp has your back.
ScoreApp gives you the power to collect real, actionable data that drives your branding strategy forward. With personalised insights you stay ahead of your audience’s needs, refine your approach, and build a brand that always stands out.
Ready to take your brand to the next level? Try ScoreApp, for free, today!
