"Just like shelf space is key to being purchased in B2C, B2B growth depends on maintaining a consistent, credible, and contextual presence across both digital and human touchpoints. Drawing on the Ehrenberg-Bass Institute's research and LinkedIn's experience with thousands of global B2B advertisers, the [report details] why physical availability shouldn't be treated as a nice-to-have, tacked on at the end of planning, but instead as a critical component of growth."
"Covering revenue means establishing presence in line with the channel's value contribution to category transactions. Compare the revenue of the total category business that comes through each sales channel to the share of your brand's business that comes through that channel. For example, if 30% of category revenue comes via brand websites, then your brand should have 30% of its revenue via its website."
B2B growth depends on maintaining a consistent, credible, and contextual presence across both digital and human touchpoints. Presence means being where potential customers seek information and aligning investment with channel value. Prominence focuses on making the brand easy to find across channels. Portfolio strategy ensures product offerings address key customer needs. Brands should measure channel alignment by comparing category revenue share by channel to their own revenue share via that channel to identify gaps. Physical availability and ease of access are strategic drivers of growth, not optional add-ons. Marketers should prioritize presence, discoverability, and portfolio fit to capture transactional opportunities.
Read at www.socialmediatoday.com
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