The conversation

Andreas Thue began with the moment when a potential customer develops a need and recalls possible suppliers. The conversation distinguished immediate visibility from the longer work of building recognition, especially in business markets with long buying processes.

What this means for the organisation

For management, this means connecting marketing work to business goals and measuring more than the final click or one campaign result. The episode also discussed how difficult it is to isolate one activity’s effect when many touchpoints work together.

The episode shifted attention from individual campaigns to which suppliers a buyer remembers when a need arises. In business markets, long sales cycles and several decision-makers make causality difficult to measure. Consistent recognition across touchpoints therefore becomes a management question as well as a creative choice.

Romaniuk and Sharp’s work on mental availability provides a research-based concept for the likelihood that a brand is recalled in a buying situation. It supports the episode’s distinction between short-term visibility and lasting recognition without proving the effect of a particular activity or channel.

A measurement design can combine unaided recall in relevant buying situations with reach, search behaviour and qualified enquiries. The period needs to capture B2B purchasing, and questions must remain consistent over time. Management can then observe direction without attributing the entire change to one campaign.

Sources

Primary source: ProsessPilotene, “Bli Husket: Den viktigste strategien i markedsføring,” 27 May 2024 (Norwegian).

Jenni Romaniuk and Byron Sharp, “Conceptualizing and measuring brand salience,” 2004.

Source recording: ProsessPilotene

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