B2B Brand-to-Demand Zone Playbook

For the last several years, B2B marketers have operated on the assumption that only 5% of their audience is “in market" at any given time. But this Playbook from 6sense and Stein reveals a more dynamic reality: considerably more buyers are in market and moving fluidly between awareness, consideration, evaluation, and decision. The critical transition point — when prospects shift from passive observers to active evaluators — is the Brand-to-Demand Zone™, where brand visibility and buyer readiness intersect to shape the shortlist on day one of the buying journey and build buyability and collective confidence among buying groups. 

In this definitive Playbook, Marc Keating (Chief Innovation Officer, Stein) and Kerry Cunningham (Research & Thought Leadership, 6sense) unpack the data and strategies to win in the Brand-to-Demand Zone. Explore the findings and learn how to activate your own brand-to-demand strategy.

Learn moreLink to https://campaigns.steinb2b.com/b2d-zone-download