Mental availability is how easily your brand comes to mind when someone is ready to buy. What it means, why it drives growth, and how to build it. Mental availability is how easily your brand comes to mind when someone is in a buying situation. The more buying situations your brand is linked to, and the more people it comes to mind for, the more mental availability it has. It is one of the main things brand building sets out to create, and a key driver of market share. IN B

Start-ups are often brilliant at converting the demand that already exists. The trouble comes a few years in, when that pool runs dry. The answer is to start creating future demand sooner. Marketing has two jobs: converting the demand that exists today, and creating the demand you will need tomorrow. Fast-growing start-ups are usually excellent at the first and neglect the second. That is why so many stall a few years in, as easy-to-reach buyers run out and acquisition cost

Around sixty percent on brand building, forty percent on sales activation. Here is where that split comes from, why it works, and how it changes for B2B. The 60/40 rule is a guideline for splitting your marketing budget: around sixty percent on long-term brand building and forty percent on short-term sales activation. It comes from Les Binet and Peter Field's analysis of marketing effectiveness, and it represents the balance that, on average, drives the most profitable grow

Only about five percent of your potential buyers are ready to purchase at any one time. Here is where that number comes from, how to work it out for your own category, and what it means for where you put your budget. The 95:5 rule states that, at any given moment, only about five percent of your potential buyers are actually in the market to buy. The other ninety-five percent, although they may be exactly the right kind of customer, are out of market and not ready to purcha