Struggling to get your B2B brand noticed by the right people without a huge marketing budget? This episode is your blueprint! Host Ethan Decker sits down with Jack and Justin from The Caisson Company to address every small business’s million-dollar question: How do you break through the noise to reach the real decision-makers—especially in specialized industries like construction?

You’ll learn why 95% of your audience isn’t ready to buy from you today—and why planting your brand in their minds before they’re in-market is crucial for future growth. Discover actionable strategies for building recognition and trust, from sticky taglines to targeted swag. Whether you’re in construction or any B2B field, this conversation will inspire you to make your marketing dollars work smarter, not harder.

Listen in to uncover how memorable, creative branding (even on a modest budget) can set your business up for long-term wins!

Main Topics Covered:

• The biggest challenge for niche B2B companies: reaching key decision-makers
• The “95/5 Rule” and why most of your market isn’t ready to buy yet
• Smart branding for modest budgets—why consistency and creativity matter
• How memorable taglines (think “Strong Arm of the Law”) beat big ad spends
• The role of direct mail, local advertising, and standout swag in B2B
• Practical ideas for sticky, industry-specific branding
• Building top-of-mind awareness even when clients aren’t actively searching
• Testing and scaling what works to maximize results

Check out:

• LinkedIn – Ehrenberg Bass Institute: Research on B2B marketing effectiveness
• Cover Brand Podcast Archive: Listen to more episodes

Try out:

Ready to make your B2B brand unforgettable, even with a limited budget? Implement these strategies to boost your company’s visibility and position yourself top-of-mind for the contracts that matter most. Try a unique piece of swag, brainstorm a sticky tagline, or simply start reaching out to prospects with creativity and confidence. The groundwork you lay today will pay off when buyers are ready tomorrow!

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science.

Castmagic and Descript used to create drafts and then edited with human eyes, ears and hands. Produced by BiCurean.com

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