Should Your B2B Company Consider Conducting an Awareness, Attitude, and Usage (AAU) Study?
If you want a clear, structured, and actionable view of how your brand and solution category fits into the minds and behaviors of your target audience, an Awareness, Attitude, and Usage (AAU) study is one of the smartest investments you can make.
In this article, we’ll walk through what an AAU study measures, why it’s especially important for B2B organizations, the value of the insights it offers, and how marketing teams practically use the results to drive growth.
Why Today’s Marketing Leader Must Think Like a Business Owner
In today’s fast-moving B2B landscape, marketing is no longer just about brand awareness and running lead generation campaigns. The modern marketing leader must embrace the mindset of a business owner and take a seat at the strategic table, bringing insight and decision-making capabilities that impact the full spectrum of business growth.
Why Your Customers Fixate on Price—and What You Can Do About It
For CEOs and marketing leaders at small to mid-sized B2B companies, few challenges are more frustrating than hearing, “It’s just too expensive.” Especially when your solution is more advanced, more thoughtful, and delivers better long-term outcomes than lower-priced competitors.