92% of purchases start here—81% don’t make the list

The power of brand familiarity in purchasing decisions

Author

Paige Peterson
October 18, 2024

Hey, Paige here!

Before we get into today’s best marketing research… 

In today’s release: 

  • 81% of B2B ad campaigns are wasted

  • How to make high-quality creative to drive 10-20x more sales than average

  • Why your brand needs to go WAY beyond logo to become memorable

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DEEP DIVE

B2B advertisers in the U.S. spend $30 billion annually — but 81% of campaigns miss the mark on attention and recall. That’s a lot of wasted dollars. So how can you make sure your ads stand out?

First, let’s look at why your branding and ad creative is so dang important: 

➡️ Better branding isn't just for top-of-funnel. 

It’s essential for getting on Day 1 lists and building pipeline.

Only 4% of buyers purchase from unknown brands, while 81% say “everyone” knew the brand from the start of the purchasing process. Your brand needs to be on Day 1 lists—where 92% of final purchases happen.

P.s. In B2B land, Day 1 lists include only 2-3 brands. 

Simply put: Only brands on the shortlist have a chance to close a deal, and the shortlist is very, very short.

Better branding = higher brand recognition = higher close rates

Most B2B campaigns drown in a sea of sameness, failing to build the awareness needed to make it onto those Day 1 lists.

So how can you ramp up your creative and stand out while remaining true to your brand?

We’ve got the solution: 

  1. Bold, better branding. Creative drives 47% of ad effectiveness, and media drives 38%. Marry both for winning campaigns.

  2. Invest in audience research. 41.3% of marketers don’t research their audience enough, leading to missed targets and wasted spend.

(This lack of understanding also negatively impacts leadership buy-in, creative fulfillment, and career satisfaction.)

  1. Leverage AI. 74% of marketing teams now use AI to streamline tasks and deliver smarter, more effective campaigns.

  2. Optimize ad length: Long ads aren’t rewarded with longer attention. The average LinkedIn ad stays on screen for 12.7 seconds and retains attention for 3.7 seconds with audience attention shifting an average of 2.4x. Maximize short content and put your value upfront immediately. 

  3. Go beyond logo:  Ads with 3+ brand mentions outperform those with just one by 50%. And remember, ads with audio beat those with just visuals for brand recall.

Note for podcasters and video-first marketers: Over 50% of podcast listeners say sound identity is more important than logo.

  1. Create a content code. Create a distinctive content code with brand assets that stand out. Ask yourself:

    1. What’s everyone doing? 

    2. What’s no one doing?

    3. What do we have the time and resources to do? 

Remember, an ad that looks like your competitor’s is an ad for your competitor. 

The takeaway: Your campaigns need to prioritize distinctive, audience-driven branding that stands out from day one. Combining bold creative, targeted media, and frequent audience research is essential for building brand recognition and securing a coveted spot on shortlists — because if your brand isn’t top of mind, it’s not on the list.

That’s it, ya’ll! Here’s how we can help…

✅ Binge our podcast about the future of media in business.
✅ Download the 2025 State of Video Podcasts Report.
✅ Book a video podcast strategy call with Ben from our team.

Keep creating,

Paige Peterson
Newsletter Aficionado, Sweet Fish