Every marketer has heard it: “We just need more leads.” Spreadsheets come out, the conversation shifts to volume and marketing is treated like a lead vending machine. But this mindset misses the bigger picture. Leads must be educated about your brand before they reach sales teams. Building brand awareness can take months, but it keeps your company top-of-mind when prospects are ready to buy. With effective branding, you can warm up leads and support sales efforts.
Buyers Start Learning Before They Show Up in Your CRM
According to Gartner, 77% of B2B buyers say their latest purchase was very complex or difficult. As a result, B2B buyers often conduct detailed research into solutions: reading articles, comparing vendors and asking their peers for recommendations. By the time they connect with sales, they’ve narrowed the field and decided whether to move forward with your business.
The early research phase is where marketing carries the most weight. If your messaging and content are not visible during this stage, then your sales team must often educate prospects themselves. Although building brand awareness can take months before sales teams feel its impact, it is critical to keep your brand visible when prospects are ready to buy.
Brand Awareness Builds Momentum for Sales
One of the biggest complaints from sales teams? Having to spend half the call explaining what the company does. By offering educational content that nurtures prospects, you can close this awareness gap and support sales efforts.
Brand awareness is key to helping prospects recall:
- Your brand identity, visuals and messaging.
- Challenges solved by your product or service.
- Aspects that set your brand apart from competitors.
Brand awareness results from clear messaging, consistent storytelling and educational content — including explainer videos, simple animatics and blog posts. By the time prospects connect with sales, they should be informed about your solution and ready to make a purchasing decision.
Buyers Want Clarity, Not a Pitch
Modern B2B buyers value clear explanations over scripted pitches. They want providers that understand their challenges and offer solutions in plain language, with real examples and useful insights. That’s why Schubert b2b uses educational content and visual storytelling to build awareness. Videos and animatics break down complex solutions in ways that stick, making it easier for buyers to trust that you “get it.”
Awareness Makes the Revenue Engine Run Smarter
Marketing doesn’t exist to hand sales a long list of names. Marketing exists to make sure those names already know who you are, what you do and why you matter.
When brand awareness is strong:
- Sales conversations move faster.
- Prospects are better informed.
- Credibility grows for your company.
Ready to Improve Brand Awareness for Your B2B Marketing Strategy?
Establishing brand awareness is critical in B2B marketing, setting companies apart from competitors. If you’re looking for qualified leads that are ready to make a purchasing decision, investing in brand awareness can help. Learn how the experts at Schubert b2b can help with your branding efforts by scheduling a free consultation.