Brand in B2B tech is often overlooked, but it’s critical for reducing buyer risk, speeding up deals, and driving growth. Mark Stouse, CEO of Proof Analytics, shares how brand reputation—built on awareness, confidence, and trust—can be measured and strengthened using causal analysis. By starting now and avoiding common mistakes like over-promising, B2B companies can turn brand into a powerful growth driver.
Some say no. Others say you can’t even measure it.
Last week, I sat down with Mark Stouse, CEO of Proof Analytics, to dig into this further. We talked about why brand often gets ignored, why demand generation hasn’t delivered, and how to measure what many still think is unmeasurable.
Mark shared some practical insights. He explained how brand reputation—awareness, confidence, and trust—reduces risk for B2B buyers and speeds up deals. He also broke down common mistakes that hurt trust and how analytics can link brand to business outcomes.
If you’ve struggled to prove the value of brand reputation, here are five key takeaways from my conversation with Mark.
Watch the full LinkedIn Live conversation on-demand.
In B2B, especially tech, brand doesn’t get much attention. People think it’s too vague, takes too long, or is impossible to measure. So instead, companies chase leads.
But leads don’t solve everything as we have learned from research like The Long And Short Of It.
Brand reduces risk for buyers. And in B2B, risk drives decisions. Buyers don’t make choices on impulse. They carefully evaluate what feels safest.
“Brand reputation is the grease on the wheels. It helps buyers feel safe to move forward.”
Mark Stouse
Without brand, we’re just another unknown. If buyers don’t trust us, they’ll stick with what they know—or worse, pick a competitor, even if their product sucks compared to ours.
Building a brand takes time. Mark compared it to an investment account.
“The best time to invest was yesterday. The second best time is today.”
Mark Stouse
The longer we wait, the harder it is to catch up—and the more opportunities we lose.
Demand generation was supposed to create brand pull and turn leads into deals. Instead, it’s become a numbers game that hasn’t aged well.
“Demand isn’t something you create out of thin air—it’s authored in the heart and mind of the customer. Your job is to meet it effectively, not force it.”
Mark Stouse
Companies spam buyers with automated marketing, hoping to hit the jackpot. But buyers are smarter now. They tune out the noise.
Over 90% of startups since 2008 have failed, partly because they couldn’t generate enough demand to stay in business.
Demand gen isn’t dead, but it needs to change. Sending more emails or building bigger funnels won’t fix it. We need to understand our customers, earn their trust, and be the brand they think of when they’re ready to buy.
If demand gen isn’t the answer, what is? The answer is brand. Specifically, brand reputation.
Mark broke it down into three key pieces:
But here’s the thing: brand reputation isn’t ours to control. It’s what customers believe about us based on what they see, hear, and experience. Our job is to shape those perceptions by being consistent, credible, and focused on their needs.
Just like the investment account Mark spoke of, the best time to start building brand was yesterday. The second best time is today. Waiting just makes it harder.
Building trust takes time, but it pays off. Buyers who trust us feel confident making decisions, which leads to faster deals, bigger deals, and long-term loyalty.
The importance of brand reputation in B2B tech cannot be overstated—it’s the foundation for trust and growth. Ignore it, and we’re just adding noise an already noisy market. Build it consistently, and we’re on the short list.
Brand takes time, but that doesn’t mean it’s unmeasurable. With the right tools, we can track its impact.
Mark outlined three metrics to track: deal velocity, deal size, and sales efficiency. Together, these show how brand reputation makes it easier for buyers to choose us.
“Causal analytics shows how brand drives faster deals, bigger deals, and more deals—net of time lag and external factors.”
Mark Stouse
Effective brand strategies for B2B tech companies focus on awareness, confidence, and trust. This isn’t guesswork.
Measuring brand impact in B2B technology is possible with causal analysis. Tools like causal analytics allow us to tie brand reputation to real business outcomes.
Brand isn’t just a nice-to-have. Done right, it’s one of the most powerful growth drivers in B2B.
Building a strong brand is just as much about what we avoid as what we do. The biggest mistake? Lying and over-promising.
“Transparency is non-negotiable. The fastest way to destroy trust is to sell something that isn’t true.”
Mark Stouse
Too many companies overhype features or sell a roadmap that doesn’t exist to win over investors and board members. This puts tremendous pressure on Product and Marketing. And when buyers don’t get what they were promised (classic bait and switch), trust is broken—and churn follows.
Another mistake is treating brand as an afterthought. Skipping research and analytics leaves us guessing at what customers think. And we can’t fix what we don’t understand.
At the end of the day, trust isn’t bought. It’s earned. If buyers don’t trust us, they’ll move on. Don’t give them a reason to leave.
Brand doesn’t happen overnight. It’s a long game. And in B2B, that can be a tough sell. Leaders want results now. But skipping brand is like building a house on sand—it doesn’t last.
“Great marketing takes time, and brand takes the longest. It’s about building credibility and belief, and you can’t will that into existence. It has to be earned.”
Mark Stouse
The good news? Progress is measurable. Analytics tools for B2B brand measurement, like Proof Analytics, can connect brand reputation to real-world business results. This helps build leadership confidence and keeps everyone focused on long-term growth.
Think of brand like an investment account. The sooner you start, the sooner you see the payoff. Invest in your brand now, and you’ll set the stage for sustainable growth.
If you like this content, here are some more ways I can help:
Cheers!
This article is AC-A and also published and discussed on LinkedIn. Join the conversation!
