In B2B, sales do not begin when the customer is ready to buy: they begin much earlier, and here, PR, becomes an ally in a long and complex journey that is not limited to a linear sequence of business negotiations. 

A study of LinkedIn and the Ehrenberg-Bass Institute. describes the 95/5 rule which reveals an emblematic fact: the 95% of potential B2B buyers is not "in market" at any given time, but it represents future confidence to cultivate and a brand memory that is activated only at the right time.

This dynamic also emerges clearly when looking at other categories: the 75% of companies buy new computers only every 4 years, l'80% changes banking services every 5 years, and even in B2C the 90% of consumers buy a new car about every 10 years. 

In other words, most of the time most buyers are not "in market."

A study by Sana Commerce also shows that the 90 % of B2B buyers begin the buying process with online research, comparing 2 to 4 suppliers and consuming between 3 and 7 information content before contacting the seller, but in almost 90% of cases decision making is slowed down or suspended for various reasons (Edelman).

It is in this context that PR takes on a decisive role: keeping the brand's memory alive in moments of inactivity, so that it is the first choice when the buying cycle reopens: confirming that PR is not necessarily about selling right away, but about generating reputation, authority and "recall" when the customer is ready.

In addition, content marketing and PR are now one ecosystem: the 91% of B2B marketers produce content as part of the strategy and more than the 60% of purchase decisions are influenced by digital assets such as articles, videos or white papers. Video is now essential to the 72% of professionals and the65% of B2B companies say they have acquired customers through campaigns on LinkedIn (LeadForensics). 

Regarding the content of thought leadership, the 75% of decision makers consider them more reliable than others, while about the 42% of global professionals point to earned media as main lever for revenue growth in the coming years (Meltwater).

While the main task of B2B PR is to build trust and preside over brand memory, there are some practical levers to attract buyers' attention even when they are not yet actively buying.

These are not immediate promotional tactics, but approaches that help companies remain present, relevant and recognizable over time, so that they become the first option when the need really arises. 

Taking advantage of Category Entry Points (CEPs).

Buyers enter a market for real reasons (business triggers, regulatory changes, new requirements) and not simply for an advertisement. Identifying these CEP and positioning the brand as an answer allows it to be there when the buyer mentally opens the door to the category.

Building a brand ecosystem

An ecosystem formed by community, content, conversations, and peer learning ensures that audiences stay engaged even when they are not actively considering a purchase. This approach is more effective than traditional email, advertising or outreach.

Fostering peer learning

Organize vertical communities or exclusive events (e.g., roundtables) where decision-makers can engage with peers. It is a powerful format because it puts the brand at the center of the conversation, but in an indirect and authentic way.

Highlighting customers

Ask them to share lessons learned (even mistakes), introduce them as co-hosts, or include them in informal formats such as podcasts or short videos. Customer stories come across as more credible than promotional messages and double the trust (Edelman Trust).

Apply visual and verbal coherence to strengthen memory

Being recognizable at every touch point is critical, so maintain uniformity in colors, tone of voice, visual style and key messages. This increases recognition and helps you stay present in the mind even without immediate sales.

Cross-sector partnerships

In addition, a trend not to be overlooked is the growing importance of the cross-sector partnership: alliances with trade associations, universities, research centers or innovative startups allow the company's voice to be amplified, access qualified networks and increase its positioning as a recognized benchmark in the industry.

In summary, for B2B companies today, it is no longer enough to communicate a product; it is necessary to build trust, to be remembered, to create solid narratives, and to competently manage touch points. 

In markets where product no longer makes the difference, being present in the mind and decision-making context of the customer becomes the real competitive advantage.

If our approach-which we share through all our channels-the results we achieve, our way of working, and the values that guide us resonate with your brand and the people who work in your organization, contact us.

We work alongside companies to build authentic and lasting media relationships through structured and targeted PR strategies. We can share dozens of case studies to show you concretely the impact of our work.

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