Get more leads. Drive more revenue.

Businesses often express the desire (or desperation!) for more leads and more revenue. After all, most B2B companies are successful only to the degree they are able to generate qualified sales leads. But marketing and sales is a continuum, and it starts with your brand awareness strategy. For example:

  • Business decision-makers are much more likely to buy from a familiar company.
  • Prospects who are already aware of you are much more likely to buy quickly and with less price sensitivity than those who are unaware.


Brand Position: the place your company occupies in a prospect’s or customer’s mind when he or she thinks about you.

Brand Promise: what you promise to deliver to your customers when doing business with you.

You want your brand position = brand promise

Your mission in B2B marketing is to continually expand the number of people who know what you do and why you are the obvious choice in your market space. To achieve that objective, here are some ideas to build your brand awareness strategy.

  1. Craft a compelling and differentiated brand promise that is based on reality.
  2. Build your brand promise around a Big Idea.
  3. Build a brand promise that is specific and offer-based.
  4. Practice Pull Marketing techniques to generate low-cost and high-quality awareness.
  5. Use powerful and compelling words to drive your message home.
  6. Treat social media as a long-term and cumulative process instead of a quick fix.
  7. Use blogging as your first tool for B2B social media success.
  8. Use LinkedIn as your second tool for B2B social media success.
  9. Use Twitter as your third tool for B2B social media success.
  10. To stand out in B2B public relations, align your PR efforts with the rest of your pull marketing strategy.
  11. Think outside the box when it comes to B2B PR by being personal, unique, fun and sticky.
  12. Use the art of “friendly persistence” to constantly expand your brand awareness.