Summary
New research from LinkedIn’s B2B Institute and the Ehrenberg‑Bass Institute reveals that physical availability—making brands easy to find and buy—is B2B’s biggest untapped growth lever. While marketers have long prioritized mental availability (being top-of-mind), the study argues that growth comes from being present across more of the 32 touchpoints buyers typically use. The framework highlights three pillars—presence, prominence, and portfolio—urging firms to expand where they show up, build recognisable brand signals, and refine their product lines.
Marketing Week
