70% of B2B Market Leaders Expand Share, Leaving Challengers Fighting to Keep Up
London, UK — 19th September 2024 — Clarity, the global digital marketing and communication agency, today announces the launch of its dedicated Intelligence Unit. According to Clarity’s latest research, 70% of B2B market leaders have increased their market share over the past year, widening the gap with their competitors. In today’s climate of economic uncertainty, buyers are flocking to the safest choice—market leaders—intensifying the pressure on challenger brands. Clarity’s Intelligence Unit provides the insights and tools needed to build a magnetic brand that stands out and secures market leadership.
With businesses facing a 33% faster rate of change in the past year and 52% feeling unprepared for future challenges, Clarity’s Intelligence Unit equips B2B CMOs and marketing leaders with actionable, data-driven strategies to turn uncertainty into opportunity. The Unit’s core mission is to make brands the compelling choice in even the most unpredictable environments.
With a team of experts with over 30 years of experience in marketing, communications, insights and public affairs, the global unit will be led by Michael Gonzalez, Senior Vice President, Corporate Strategy, and Till Sommer, Vice President, Policy & Public Affairs. The Intelligence Unit works with global brands in a number of industries including tech, health, transport, professional services and cyber security. The Unit’s bespoke service offering is based on in-depth expertise in corporate comms, regulatory affairs & policy and audience insight, designed to transform the complex challenges of today’s business environment into opportunities for growth and market leadership. Key services include message creation & testing, POV development, reputation barometer reports, audience mapping, brand health audits and media and public affairs coaching.
Recognizing that poor decision-making can cost companies upwards of 3% of profits, and that bad data carries an average annual price tag of $12.9 million, Clarity’s Intelligence Unit empowers clients to make informed choices that drive tangible results.
Michael Gonzalez at Clarity, comments: “Today’s C-suite faces unprecedented challenges, with the rapid pace of change and the proliferation of misinformation making it increasingly difficult to chart a clear course. Data-driven insights are essential for cutting through the noise and empowering executives to make strategic decisions that enhance resilience and competitive advantage. Clarity’s Intelligence Unit places these insights at the forefront, helping leaders navigate uncertainty and capitalise on emerging opportunities.”
Rachel Gilley, CEO of Clarity, adds: “In a world of constant disruption, businesses need a trusted partner to help them anticipate change and make informed decisions with confidence. Any form of communication today needs to be backed by evidence. The launch of our Intelligence Unit, is in direct response to the demand we have seen across our client portfolio for a 360° view of the business landscape, leveraging data-driven insights to guide clients towards sustainable growth and enhanced reputation. By embracing a data-centric approach, executives can not only mitigate risk but also seize the initiative in their respective markets and as an agency we can continue to provide strategic recommendations and activate campaigns that deliver tangible impact for our clients.”
Methodology
We randomly selected 20 industries from Gartner’s Magic Quadrant to ensure diverse representation across the B2B landscape. This approach aimed to reduce selection bias and offer broad applicability.
Using Clarity’s Share of Search tool, integrated with the Google Ads API, we measured the Share of Search for brands in these industries over the last 12 months. Share of Search, known to correlate with market share, provided a reliable metric for our analysis.
We compared Share of Search data from 12 months ago to the present, allowing us to assess changes in market leadership over the past year.
The market leaders from 12 months ago were identified, and their Share of Search changes were calculated. On average, these leaders saw a 4.8% increase, with a more significant 8.4% increase in 14 of the 20 industries who saw an overall increase.
Our conclusions are based on established research linking Share of Search with market share, particularly in B2B sectors. While we did not track direct market share data, the strong correlation allows us to infer market share gains for brands with increased Share of Search.
Note, Share of Search is a strong indicator but not an absolute measure of market share. Other factors may influence outcomes, and while our findings are broadly applicable across B2B industries, exceptions may exist.
About Clarity
Clarity is a global digital marketing and communications agency. Chosen by visionary companies worldwide, we enhance reputation, create impact and drive growth.
With offices in London, Cornwall, New York, California, Amsterdam and Sydney, and a global network of like-minded affiliates, our approach combines hands-on leadership and specialised expertise for every client.
Combined with our “Now, Near, Next” approach, we act swiftly and effectively at each phase of your journey; deploying the right tactics at the right time for maximum effectiveness.
For more information, visit https://clarity.global/
