[Column] Michael Petit (The Relevance Group): Why Visibility - Unfortunately - Matters More Than Quality

Many companies still cling to the persistent belief that the best product will naturally win. Their product, of course. They assume the market and their prospects think rationally. That if you’re smart enough, innovative enough, or just slightly better in substance than the competition, you’ll eventually make the difference. This mindset is especially common in organizations that are either not very active in marketing or focus mainly on short-term performance marketing.

Unfortunately, things don’t always work that way. Especially not in B2B. And certainly not in markets where decision-makers are busy, distracted, and only marginally involved in execution.

I recently read an insightful piece on MarketingWeek (highly recommended for any marketer) that reaffirmed this paradox: "The best product doesn’t always win." Of course, we’ve known that for a long time. Yet many companies still don’t act on it.

The article referenced the concept of “information imperfections”: the simple reality that buyers often lack the time, knowledge, or energy to fully analyze and compare every product or service. Especially in B2B, where offerings are often complex, differences are subtle, and purchase decisions are typically made in groups.

Buyers aren’t analysts — they’re people

So what do buyers actually do? They rely primarily on memory, recognition, and intuition. When buying a (complex) product, they create shortlists of providers they’ve heard of or encountered before. They consult their network and search on Google, clicking more readily on providers they already recognize. They don’t choose the objectively best product, but the best product among the brands they know. And often: the one they feel most comfortable with. Science calls this behavior cognitive miserism. Our brains are wired to choose what’s familiar — what we’ve already heard of.

That’s exactly why branding works. Why visibility works. And why building mental availability (good old Byron Sharp) is crucial for long-term growth. Especially in B2B, where the buyer journey is long and complex, decisions are slow, and windows of opportunity are rare. If you’re not top-of-mind at that moment, you’re out — before you even get a chance to showcase your strengths.

Top-of-mind vs. being recognized

Many (growth) companies will recognize this. A few years ago, we experienced it firsthand at Markteffect. We had developed a brilliant research proposal for a major brand, for a big project — strong in content, creatively designed, with smart analysis. Still, the client chose a different agency. Why?
"We already knew them. And it just felt right. There’s nothing you really could’ve done differently in the pitch."

That was the moment we realized: a good product is a requirement, but not a guarantee. While we were focused on our product quality, that wasn’t the key conscious driver for the buyer. You also need to be seen, trusted, and present in the minds — and hearts — of your audience.

Since then, we’ve changed how we view marketing. Alongside our focus on innovation, we’ve placed greater emphasis on visibility and strategic branding. Not to shout or push, but to ensure we’re recognized at the moment a decision is made. It’s not a quick campaign — it’s a structural approach, aimed at the 95 percent of the market that isn’t buying now, but will in the future.

That’s where I see a crucial difference between being top-of-mind and simply being recognized. While everyone strives to be top-of-mind (sure, who wouldn’t?), even being remembered is already a big win. Because let’s be honest — a shortlist almost never contains just one option, right?

The power of advertising in B2B

At NIMA Marketing Day last month, I noticed something similar. The most content-rich presentation wasn’t necessarily the one that stuck with me. One of the final keynotes was strong in substance but lacked energy — I found myself drifting off. The one that stayed with me combined content, passion, clarity, and recognition. The same goes for advertising. Smart B2B campaigns aren’t just informative — they’re memorable. Not loud, but focused. They position your brand in such a way that when someone enters the market, your name naturally comes up.

As Mark Ritson often says: it’s not performance or brand. It’s both. Targeted short-term actions combined with long-term brand building. That takes vision, consistency, and most of all: the courage to invest in something that won’t show up on your invoice tomorrow — but will show up in your revenue next year.

So, should you always advertise as a small brand? No. And yes.
No: you don’t need to be everywhere, always-on, or have the biggest budget.
Yes: you do need to be where your audience is researching, informing themselves, and making decisions. So you’re on the shortlist when the time comes. Because no one buys the best product they’ve never heard of. Especially not in B2B. It’s not about communicating more — it’s about communicating more relevantly. Make sure your message appears where it will have impact.

In conclusion

Being the best product or smartest service is a great starting point. But it only matters if the market can find you, trust you, and consider you. And you won’t achieve that with substance alone. You achieve it with branding. With visibility. And with the awareness that most buyers have one thing in common: they don’t want to waste energy making decisions. So help them. Be visible. Be relevant. Be the brand that stands out — and stays top of mind.

Because people don’t necessarily buy the best product — they buy the best product from the brands they already know.

Michael Petit is Head of Marketing & Communications at The Relevance Group

www.therelevance.group

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