The dilemma of brand awareness in B2B

In the B2B world, brand awareness has long been somewhat overlooked. The focus has primarily been on performance marketing, which delivers immediate results in the form of leads and ROI. But times are changing. More and more companies are recognizing that emotional brand strategies are not only important for B2C brands, but also crucial for long-term success in the B2B sector. 2025 could be the year in which this trend takes a radical turn. Companies that invest in brand awareness now will gain decisive competitive advantages.

Why performance marketing has been the focus for a long time

Leads, ROI, and measurable success have been the focus for years. B2B marketers rely on short-term success to justify their budgets and convince the board. The results were quickly visible, but often only had limited sustainability. However, this one-sided focus has a downside: without sufficient brand awareness, companies can significantly limit their growth potential and struggle in a saturated market.

Brand awareness is not „nice to have“, but rather an essential growth strategy.

Brand awareness is increasingly recognized as an underestimated lever in B2B marketing. It is time to dispel the myth that B2B customers buy exclusively on rational grounds. Studies by Google, CEB, and Motista show that emotional B2B strategies are up to seven times more effective than purely rational approaches. Trust and awareness significantly influence purchasing decisions and can make the difference between success and failure.

Five reasons why brand awareness will be crucial in 2025

1. Build trust and credibility: Customers seek certainty when making complex purchasing decisions. A strong brand creates trust and supports the decision-making process.
2. Secure a competitive advantage: In saturated markets, it is important to stand out. Companies with high brand awareness are better able to differentiate themselves and thus secure a competitive advantage.
3. Strengthen marketing and sales: A strong brand facilitates lead generation and shortens the sales cycle. Customers who know and trust a brand are more likely to make a purchase.
4. Expand employer branding: A strong brand presence increases attractiveness for skilled workers and helps to attract and retain the best talent.
5. Maximizing digital visibility: In a flood of information, it is crucial to be visible. Strong brand awareness ensures that companies do not get lost in the digital world.

The right balance between brand awareness and performance marketing

Sarah Glittenberg recommends striking a balance between brand development and performance marketing—60% brand development and 40% performance. Long-term brand investments must complement the short-term focus on leads in order to ensure sustainable growth. Companies that strike this balance are better prepared for future challenges.

Those who invest in brand awareness now will reap the rewards in the long term

The strongest brand wins—not the loudest performance marketing. Companies that focus on brand awareness early on benefit from sustainable growth and secure decisive competitive advantages.