Where is Brand Awareness in B2B in 2023?

Brand awareness versus other B2B indices

About half of B2B marketers said “increasing brand awareness” was their number one goal in 2022. This goal goes beyond increasing engagement, product advertising, lead generation and even the conclusion of contracts.

Brand awareness is key to fostering trust, long-term loyalty, and brand equity. So it makes sense that so many marketers believe it's essential for long-term success.

A 2022 study sheds light on key insights into the opinions, challenges, and priorities of 500 B2B brand marketers around the world. Companies have a different look at brands than consumers, their judgments are not necessarily built on the same components:

76% of B2B marketers feel “a lot of pressure” or “some pressure” to take an active stance on societal issues, even though brand trust and likeability are indicators of brand health (BHI ) top performers, while brand differentiation and activism are the bottom performers.

More than 60% of B2B marketers say brand is now considered a strategic business priority.

From startups to well-established enterprises, Delta Business clients rely on our qualitative research to map out the attributes that B2B customers rely on, and to power their distinctive brand assets.

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