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In B2B, success often comes down to one critical question: which brands make the shortlist?
But what actually gets a brand there? And how do business decision-makers move from seeing a new product to actively considering it?
To understand the forces behind B2B consideration, Initiative evaluated its Fame & Flow framework against a successful new product launch. The findings reveal how brand building and demand generation work together to move buyers closer to consideration, and drivers of performance can look different for existing customers and prospects.
The research points to a clear equation: Fame creates the conditions for Flow, while both work together to drive the search behaviors that ultimately lead to consideration. For B2B brands, building awareness and positive perceptions is not separate from driving demand. It is what helps make demand more actionable.
The study also reveals an important distinction: current customers and prospects don’t necessarily buy into a new product in the same way. Understanding what drives consideration for each audience can help brands build more effective paths to the shortlist.
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