Uncertain times are often the best moment to invest in your B2B brand

Budgets are the first thing to be scrutinized in uncertain times, right now we’re walking into the unknown effects of the Autumn budget, the US election, and an upcoming German election. Uncertainty brings fear and doubt and increases the challenge for marketers to unequivocally show that marketing spend is business-critical.

In periods of upheaval and change, it’s the brands that stay top-of-mind, capture attention, and build loyalty that will see the best outcomes. And in today’s media landscape, winning the battle for attention matters more than ever before.

The economics of attention

Contrary to popular belief, people’s attention spans are not shrinking, the real challenge lies in cutting through the sheer volume of content they are trying to digest. Research shows that, in any given month, an individual scrolls the equivalent of the height of the Eiffel Tower.

However, it is possible for B2B brands to win the attention of the right people at the right time, and brands that achieve this can deliver real business benefits. Here’s how to go about it.

Firstly, be visible. When markets look challenging, making sure you’re visible and sending a clear message to your customer base that it’s ‘business as usual’ for your brand is vital. This becomes an even bigger opportunity if competitors are in retreat. Continuing to invest in your media presence and across all customer touchpoints allows you to steal share of voice, attention, and ultimately market share.

Secondly, foster loyalty. We know that for B2B brands building emotional connection plays a vital role in fostering loyalty. Uncertainty at a macro or industry level can lead customers to consider switching suppliers for a variety of reasons, particularly if they don’t see or hear from them. If you continue to invest you can deepen loyalty by bringing to life what your brand stands for and, crucially, show audiences that you can better understand them, their concerns, and their needs.

Thirdly, stay agile. Pivoting to navigate market fluctuations, new technologies, changing legislation, and industry standards becomes an even bigger challenge when the sands are shifting at a macro level. Operational changes – whether sustainability improvements, better customer support, or innovation – take time. This is when your communications plan needs to intensify to quickly and convincingly reassure existing customers while showing the rest of the market that you are ahead of the pack when it comes to providing the right product or service solutions.

Fourthly, build trust. B2B buying cycles are longer and decision-making is complex, which is why B2B communications can’t just be about the rational sell. It’s too one-dimensional. We know an emotional connection is essential to create loyalty, but B2B audiences also really value knowledge, and never more so when change is happening. The brands that invest in achieving true thought-leader positioning, particularly in periods of uncertainty, can quickly become influential industry leaders that command attention and, crucially, trust.

Fifthly, be bold. The fight for attention is very real for B2B brands. It can be tough enough to outshine competitors in your own sector, but evolving media habits mean that B2B brands need to compete with consumer-facing brands and highly influential creators in their native space. You need to have something to say that is authentic, original, and relevant, and this is where brands can really capitalize on uncertainty.

New year, new opportunities

Markets in flux and big macro events can create fresh topics of discussion to lead and opportunities for brands to challenge conventional thinking and perceptions. Couple this with exploring new channels, content, and customer touchpoints and it’s possible to emerge as an industry leader and cut through mainstream noise in a meaningful way.

Uncertainty will remain a constant, but that doesn’t mean your brand should take a back seat. Far from it. By focusing on maintaining visibility, loyalty, agility, and relevance, your brand can not only weather whatever 2025 brings but emerge stronger and more resilient.

Keep charting the current course of B2B over at our dedicated focus week hub.