Great write up by Jamie Marsland about an important dynamic in B2B Sales, that your brand will not be considered if it’s not already known.
He’s referring to an article published by the Harvard Business Review in 2022: What B2Bs Need to Know About Their Buyers.
If this statistic scares you consider this other one too: Only 1% to 5% of your total addressable market (TAM) is in-market to buy right now.
So, if your brand is not known, your chances to be considered are very very small.
Read Jamie’s article: 90% of Buyers Won’t Shortlist You Unless They Know and Trust Your Brand – Research Reveals
