Why Mental Availability Is Your B2B Brand's Hidden Growth Engine

How One Create Agency Builds on Mental Availability Starting with Substack

In this post I am explaining why the average B2B buyer interacts with your brand around 27 times before making a final purchase decision. Did you know that only 5% of these buyers are actively in-the-market at any given time. This can create a serious fundamental challenge in how you approach this conundrum : How do you ensure your brand such as One Create Agency comes to mind when that crucial purchasing moment arrives? By being at the top of the purchasers mind, on the tip of their tongues, essentially becoming ‘mentally available’.

Yes - mental availability – your brand's ability to be noticed is no different that One Create Agency developing brand identity, to be recognised, and considered in buying situations. While B2C brands have long mastered this concept, B2B companies often lag behind, focusing solely on physical availability through sales teams, email prospecting and cold calling with perhaps as smattering of online social posts once in a while.

You probably didn’t know that in a recent study of 500 enterprise buyers, it was revealed that 73% chose vendors who maintained consistent visibility throughout their pre-purchase period (social media) even when those vendors weren't actively selling. More surprisingly, 62% admitted to choosing a more visible brand over a potentially better-suited competitor simply because the former remained "top of their mind" during their decision-making process.

Let’s consider Salesforce's approach: Beyond their direct sales efforts, they maintain visibility through consistent thought leadership, community engagement, and distinctive brand assets - They essentially build a spiders web of content across multiple channels.

Their blue cloud icon and "No Software" message create instant recognition across channels.

The result? 89% of enterprise CRMs evaluations include Salesforce, whether or not they're the best fit - BTW - One Create prefers ‘HubSpot’.

ALL TYPE IN BOLD HAS BEEN ADDED - WHILST CERTAIN EXTRACTS HAVE BEEN EDITED OUT FOR TONE OF VOICE.