Visibility
How to improve B2B brand visibility with the buyers who matter.
The buyers most likely to purchase from you are evaluating competitors, reading industry content, and forming opinions before any sales conversation starts. If your brand isn't present in that process, you're starting every deal at a disadvantage.
Why it happens
Why B2B brand visibility breaks down for mid-market companies.
Most mid-market B2B companies are visible somewhere. They have a website, a LinkedIn presence, maybe a blog. The problem is that their visibility is self-generated and self-contained. It reaches people who are already looking for them, but does nothing to build reputation with buyers who haven't started looking yet.
Earned visibility works differently. Trade press coverage, analyst relationships, and executive thought leadership build reputation in the rooms where buyers are already gathering. When a buyer encounters your brand through a credible third-party source before a sales conversation starts, the dynamic of that conversation changes. There's less skepticism to overcome and less pressure on the sales team to establish credibility from scratch.
The Signals
How to tell if B2B brand visibility is the problem.
Your sales team spends the first half of every conversation establishing credibility
When buyers arrive at a sales conversation with no prior awareness of your brand, the rep has to earn trust before they can sell anything. That's a visibility problem, not a sales problem.
You're losing deals to competitors buyers already know
When a less capable competitor wins because the buyer was already familiar with them, that familiarity did sales work that you missed out on. Getting into a sales process against a brand the buyer already trusts is an uphill battle.
Most of your inbound comes from people already looking for you
When inbound pipeline is all direct searches and referrals, earned visibility isn't working. A brand with strong visibility in the right places generates inbound from buyers who found you through a third party before they went looking.
Your brand isn't part of the conversations happening in your category
When competitors are being quoted in trade press, featured in industry discussions, and referenced by analysts while your brand is absent, buyers form opinions about your category without your input.
The diagnostic
How we assess B2B brand visibility and earned media.
The Visibility & Earned Media pillar is one of eight areas assessed in the GTM diagnostic. It examines whether your brand is building the kind of reputation that reaches buyers before a sales conversation starts, and whether that reputation is being built in the right places.
The assessment looks at your full visibility footprint across owned and earned channels. It identifies where your brand is present in the conversations your buyers are already having, where it's absent, and what the commercial consequences of that absence are likely to be.
Reputation built before the sales process starts is the highest-leverage investment a B2B company can make in its pipeline.
Find out if visibility is what's holding back your pipeline.
The GTM diagnostic assesses your B2B brand visibility alongside seven other pillars, giving you a complete picture of where your earned media strategy is falling short and what to do about it. The lite diagnostic starts at $500 and requires no internal access to your data or tools to get started.