In Complex B2B Markets, Visibility Is Earned Through Ideas

The New Logistics Advantage — Part 8 of 9
Complex B2B technology markets do not behave like consumer markets. Buyers are fewer, decisions are larger, sales cycles are longer, technical risk is higher, and most purchases involve multiple stakeholders with different definitions of value.
That changes the role of market visibility. In a simple market, repeated exposure can be enough to keep a brand in consideration. In a complex market, visibility creates more value when it helps buyers under