This year, we had the pleasure of speaking at the Global ABM Conference, sharing our insights on what makes a brand truly unforgettable in B2B. It was fantastic to see so many faces at our stand, both old and new alike, and it was a lovely in-person reminder that unforgettable experiences really do start with individuals.
At the conference, we discussed how B2B brands can ensure their messaging lasts – and here are six key takeaways from that very talk…
Why memorability matters in B2B marketing
Everyone is vying for their brand, product, or solution to be top-of-mind. But here’s the challenge: 90% of content is forgotten within 48 hours. This fleeting memory isn’t due to a lack of effort but because of how our brains work, particularly the hippocampus which determines what information gets stored for the long term. In B2B, where buying cycles are long, this means your marketing has to be powerful enough to trigger your audience’s short-term and long-term memories.
Stand out against the bland
90% of buyers choose a brand they already have in mind at the beginning of the sales process. Why? Because they’re often big brands that have spent money, and crucially, time in communicating their messaging in different ways. And this is where the Von Restorff effect, a principle in cognitive psychology, plays a role.
People are more likely to remember something distinct. In B2B, this is a golden opportunity, as the “sea of same” effect is everywhere. Think of all those stock images and bland, jargon-heavy statements — if we’re tired of seeing them, then guess what? So are our audiences.
Distinctive campaigns have helped brands like KellyOCG break through. In a market known for its jargon, we crafted a bold “No Fluff” campaign, using attention-grabbing visuals (like a bald ram!) to drive home KellyOCG’s honest, no-nonsense value proposition. This resulted in a campaign that left a lasting impression in an industry that pretty much looks, and sounds, the same across the board.
Being bold doesn’t mean being reckless
Pushing boundaries is necessary, but we know stakeholders may be concerned. Testing platforms like Wynter can be invaluable here. They allow us to validate bold concepts directly with the audience, easing any worries about going too far off course. Interested in learning more about testing for impact?
Through testing, we ensure our creative strikes the right balance between distinctiveness and relevance, instilling confidence that our standout messaging will resonate.
Make it fun, make it real
Research shows that positive emotions boost memory encoding by 30-50%. Crafting campaigns that resonate emotionally, like the nostalgic or humorous KellyOCG example above, will allow you to establish deep, memorable connections with your audiences.
And it’s not just about what you say but how you say it. Storytelling is 22 times more memorable than facts alone. By guiding the audience through a journey, you can evoke emotions that help the brain retain the messaging. There are plenty of different ways to tell a story, but two classic methods are the three and five step story arc. Both move the audience along a narrative, touching on similar themes such as a new potential, a challenge, a breakthrough and a pay-off. Almost every Hollywood film follows a storytelling methodology, so why wouldn’t your marketing?
Familiarity + influencers
Familiarity helps with memory encoding, especially when supported by trusted voices. Collaborating with influencers or ambassadors within an account can lend credibility and provide a familiar, trusted source for your messaging. In our Neo4j campaign, we featured internal influencers to share their excitement about the technology, creating relatable and impactful stories that helped anchor Neo4j in the audience’s mind.
Play it on repeat
‘Repetition drives recognition’ is a saying we particularly like and it is absolutely true, it’s fundamental for memorability. Known as the “Rule of 7”, research suggests that buyers need to encounter a message at least seven times before it sticks. In ABM, this means delivering consistent messaging across channels in a personalised way.
Personalised tools can make this repetition more effective. Platforms like Influ2 enable account-based, person-level ad targeting, so each interaction reinforces the right message. Folloze and Reelflow are other powerful tools for creating tailored experiences that keep brands top-of-mind, with formats that personalise messages down to specific buyer pain points.
In conclusion, don’t forget…
Creating memorable ABM means stepping out of the comfort zone – daring to stand out, engaging emotions, fostering familiarity and, crucially, repeating the message. With these techniques, brands can move beyond fleeting impressions to create real, lasting impact in the minds of B2B buyers.
Want to make your ABM unforgettable? Get in touch to learn how we can help you create award-winning, memory-enhancing campaigns.
Selbey Anderson Group of agencies