A Cremarc effectiveness report

What the marketing data and evidence tells us about how B2B tech companies get noticed, remembered and chosen by buyers over their competitors.

Most B2B marketing has a simple problem: people don’t notice it.

And if they don’t notice it, they can’t remember it. If they don’t remember it, you have very little chance of coming to mind when they’re finally ready to buy.

Unignorable brings together some of the most useful research in marketing effectiveness – from System1, the IPA, Ehrenberg-Bass, Analytic Partners, Magic Numbers and others – and asks what it means specifically for B2B tech marketers.

In this guide you’ll discover:

• Why attention is the first effectiveness bottleneck; if nobody notices your marketing, nothing else matters.
• Why B2B tech has a dullness problem; and what System1’s evidence tells us about the commercial cost of emotionally neutral creative.
• What makes advertising harder to ignore; including the creative features associated with greater attention and emotion.
• Why attention alone isn’t enough; and how distinctive brand assets turn exposure into branded memory.
• Why consistency compounds; including evidence that the most creatively consistent brands generate materially stronger brand effects.
• Why brand and performance are one system; and how stronger brands can improve conversion, pricing power and the economics of demand.