Advertising / Brand Tracking
Isurus helps B2B clients conduct quantitative surveys to track brand perceptions and campaign performance.
In B2B markets, where buying groups are small and sales cycles are long, changes in brand awareness or the impact of specific campaigns typically take longer to surface in tracking metrics than they do in consumer markets.
Effective B2B tracking programs:
- Track the right metrics. Measures should reflect the specific objectives of the campaign, such as increasing awareness, shifting perceptions, or strengthening consideration.
- Align with the media plan. Research should focus on audiences likely to have been exposed to the campaign.
- Focus on trends over time. Meaningful insights typically come from patterns across multiple measures rather than changes in a single metric.
When designing a brand tracking survey, Isurus starts with a framework focused on three primary dimensions:
- Awareness: This includes both unprompted (top-of-mind) and prompted recall relative to competitors. Awareness establishes the brand’s potential reach in the market.
- Brand Meaning: This includes perceptions of functional capabilities (for example, innovation, reliability, or efficiency) as well as broader associations about the company. It may also include specific goals of an individual campaign.
- Preference: These are measures of choice, such as likelihood to consider or preference among competing vendors.
The success of any campaign depends on the maturity of the market, the level of marketing investment, and product lifecycles. In B2B markets where buying groups are small and sales cycles are long, campaign effects may take time to appear in tracking metrics.