How to ensure that your “out-of-market” buyers come to you once they become “in-market” buyers?

I asked Ognjen Boskovic:

What do you think are the key actions a B2B brand must take to do that brain engine optimization and establish themselves in their ICPs heads so that when they do come to market, they think of the given B2B brand?

Here's what he Ognjen said:

We also know that 90% of B2B buyers buy from a brand they knew of before even considering a purchase.
 So, entering this narrow consideration set is marketing's key goal.


How do we achieve that?

Be careful in how you show up.

You want the customer to think 'hey this brand exists', but also 'hey this brand has authority and I can trust them'.

We accomplish this by infusing our content with original data and strong opinions, while making sure: - we show the customer we deeply understand their pain points and jobs to be done - we deliver as much value and solutions to the customer.

Be visible to your ICP before they're in the market.

The name of the game becomes increasing share of voice, and the key metric becomes CPM, not CPL.

All marketing is content marketing, and content is the right tool for this job.

Stand out with creative.

Research shows that creative has around 50% impact on the effectiveness of ads, and it's undeniable that imagery represents the largest surface area of advertising real estate (with organic content too).

And yet, B2B invests less than 5% of media buying budgets into creative.


It's such a low bar, and it's so easy to stand out with creative design that is actually creative, and that properly communicates your key message or piece of information.

Infographics are a perfect format for B2B.