Brand recall and priorities in business marketing
Andreas Thue of Iteo and Frode Stenstrøm discuss why being remembered decides B2B buying decisions, in ProsessPodden.
Andreas Thue of Iteo and Frode Stenstrøm discuss why being remembered decides B2B buying decisions, in ProsessPodden.
In this 2024 episode of ProsessPodden, Andreas Thue, creative director at Iteo, joined Frode Stenstrøm to discuss how business goals connect to marketing and communication work. The starting point was research showing buyers usually choose one of the three brands they recall from the start of a purchase process, an effect that is even stronger in B2B because buyers want to make a safe choice.
Thue explained why long, complex B2B sales cycles require continuous visibility rather than one-off campaigns, citing LinkedIn's 95/5 rule: only five percent of the market is actively buying at any given time, so messaging must also reach the other 95 percent. He pointed to soft conversions, such as newsletter sign-ups and social engagement, as more meaningful metrics than raw website traffic.
The conversation also covered organisational choices, including the need for a marketing lead who understands business strategy and can explain its value to the leadership team, and why a solid customer journey and content must be in place before investing heavily in advertising or new tools.
Toward the end they discussed artificial intelligence as a major shift for the marketing profession, with one clear caveat: AI can speed up volume tasks, but it cannot create the emotions and creativity that make customers actually remember and prefer a brand.
Kreativ leder, Iteo
Gründer og teknologistrateg
Som gründer og teknologistrateg i ProsessPilotene jobber jeg med å hjelpe virksomheter forstå og bruke teknologi som en strategisk kraft for bedre arbeidsprosesser, kundeopplevelser og beslutninger. Rollen kombinerer forretningsutvikling, teknologirådgivning, virksomhetsarkitektur og formidling. Jeg arbeider særlig i skjæringspunktet mellom AI, CRM, digitale plattformer, data, analyse og fremtidens arbeidsliv. En sentral del av rollen er å være brobygger mellom ledelse, fagmiljøer og teknologi. Det handler om å gjøre komplekse teknologiske muligheter forståelige, vurdere hva som faktisk skaper verdi, og bidra til at digitale løsninger blir en naturlig del av hvordan virksomheter jobber. Jeg bruker også rollen til å formidle faktabaserte perspektiver på hvordan AI og teknologi påvirker ledelse, organisasjoner, ansatte og kunder.
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CourseSelect recipients by need and intended action, and check who should be excluded.
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Eight perspectives on business marketing
February 11, 2025 • Webinar — Andreas Thue from Iteo gave Frode Stenstrøm eight research-based tips on how B2B companies build a brand.
Real-time marketing and event-driven customer dialogue
September 4, 2024 • Webinar — Geir Andreassen and Jørgen Amrud Hagen explained trigger-based customer communication to Frode Stenstrøm on ProsessPodden.
June 5, 2024 • Webinar — Trond Gudbrandsen and Tor Kristoffersen joined Frode Stenstrøm to weigh the strengths and limits of NPS as a customer satisfaction measure.
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