Demand capture reaches the small number of people shopping right now, brand building reaches the far larger number who will shop later. The Ehrenberg-Bass research behind the 95-5 rule says roughly 5 percent of your buyers are in market at any moment, so a pure demand strategy is fishing in a very small pond and paying more for it every year. Brand work is what makes you one of the two or three names that come to mind when the other 95 percent finally have the problem. Google's own research puts it starkly: most B2B buyers end up choosing a vendor from the shortlist they already had on day one.
3 hand-picked resources, 1 India-specific, 3 link-checked. Pick how you want to dig in.
Why we picked it The source of the 95-5 rule: at any moment only about 5 percent of your buyers are in market, so most brand spend is aimed at future demand. It is the evidence base for arguing brand budget with a CFO.
From LinkedIn B2B Institute by LinkedIn B2B Institute with the Ehrenberg-Bass Institute Report hub
Open business.linkedin.com →Why we picked it Carries the stat that matters for brand budget arguments: 92 percent of B2B buyers pick a vendor from the list they had on day one. Uses Indian companies (JustCall, Uniqode) rather than the usual US case studies.
From Think with Google by Think with Google APAC 8 min read
Open business.google.com →Why we picked it Median marketing spend around 8 percent of ARR and sales around 15 percent, split by funded versus bootstrapped, from a survey of over 1,000 private B2B SaaS companies. Numbers to anchor a brand versus demand budget argument.
From SaaS Capital by Nick Perry 15 min read
Open saas-capital.com →How brand and narrative reads from a different seat.
The same ground, over in Brand, web & content, our Starting Up track.
The same ground, over in Find your idea & build the brand, our D2C track.
