In B2B, fame is less vanity, more velocity. In the final episode of The Science of Buyability video series, we discover how the brands that make themselves famous with the right people build confidence faster, close deals sooner and grow stronger.
Cheryl Guerin, EVP, global brand strategy & innovation at Mastercard | The Science of Buyability
B2B marketers love to talk about leads, funnels and nurture journeys. But ask Tom Stein, chairman and chief growth officer at Stein, what really drives growth and he’ll give a different answer: “Fame is a business metric.”
It’s a statement that feels counterintuitive in a performance-driven world. Yet as the final instalment of The Science of Buyability series explores, brand fame – the kind that earns trust and instant recognition – plays a far bigger role in commercial success than most marketers admit.
“Fame is not about ego. It’s about being known for something meaningful,” says Stein. “The brands that achieve that kind of fame are the ones buyers feel most confident saying ‘yes’ to.”
From awareness to assurance
“Awareness is only half the story,” says Jann Schwarz, senior director of marketplace innovation at LinkedIn. “You need to be category-famous with the right people. When your brand becomes the obvious choice in a crowded market, you create psychological safety. Buyers don’t just know you – they believe in you.”
That belief is powerful currency. Mimi Turner, head of marketplace innovation at LinkedIn, calls it “the confidence continuum.” “Brand and demand aren’t two different things,” she says. “They’re answers to the same question: why should anyone say ‘yes’ to you? Buyability is the confidence that turns consideration into commitment. Fame helps create that confidence because people choose what feels familiar and safe.”
In other words, fame equals familiarity that breeds trust – and that trust breeds growth.
The confidence flywheel
Performance marketing can get a click, but brand fame wins the shortlist. Cheryl Guerin, EVP of global brand strategy & innovation at Mastercard, sees this play out constantly: “Every campaign builds the foundation for the next one. That’s why you can’t separate creativity from performance; both work to create confidence.”
Samrat Sharma, partner and senior strategy and growth leader at PwC, adds a data-driven perspective. “When we look at top-performing businesses, the through-line is consistent brand investment,” he says. “It compounds over time – that’s how you accelerate growth while others are cutting back.”
In an age of uncertainty, fame becomes a proxy for safety. The brands that show up confidently are the ones people trust to deliver. “When that final decision has to get made, trust is what tips it. The brand tells people we’re not a fly-by-night company – we’ll be here tomorrow,” says Guerin.
And in a market ruled by confidence, that’s what turns visibility into velocity. Fame creates trust. Trust creates buyability. Buyability creates growth.
You can stream all episodes of The Science of Buyability now on The Drum TV.
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