B2B Marketing in New Zealand: The Untapped Growth Engine 

In New Zealand, business-to-business (B2B) marketing still remains underdeveloped. Most B2B companies continue to lead with sales, treating marketing as a support function. This approach may close deals in the short term, but it misses a much larger opportunity — one that global evidence shows is too significant to ignore. 

The Scale of the Opportunity 

B2B growth isn’t only about generating leads today. It’s about building the memory structures that will make your brand the obvious choice tomorrow. Research shows that at any given time, only 5% of B2B buyers are in-market. If you’re only visible at the point of purchase, you’re invisible to 95% of your future customers. 

The stakes are even higher when you consider buyer behaviour: the Harvard Business Review has found that 80% of buyers have their shortlist decided before they even engage suppliers. And 93% ultimately buy from that shortlist. If your brand isn’t on it, you’re out before the conversation starts. 

The Evidence is Clear 

Globally, companies that invest in marketing see measurable returns. Research into award-winning B2B campaigns found that 85% of creative brands saw an increase in share of search in the year they won marketing awards, a powerful proxy for market share growth.  

More importantly, these brands outperformed their peers: they were 50% more likely to achieve double-digit growth year-on-year, and twice as likely to grow revenues by more than 35%. The link between marketing investment and commercial success is undeniable. 

Why New Zealand Risks Falling Behind 

Despite the evidence, New Zealand companies consistently underinvest in B2B marketing. In a market as small and competitive as ours, this is a strategic vulnerability. Offshore players and digitally enabled local competitors are already building brands that will dominate consideration in the years ahead. Without a shift in mindset, local businesses risk being displaced. 

The Inflection Point 

Globally, the role of marketing in B2B has transformed. What was once seen as “support” is now recognised as a growth multiplier. Marketing doesn’t just create awareness; it creates preference, pipeline, and long-term market share. 

For New Zealand businesses, the message is clear: 
– Marketing is not a cost centre — it’s the most scalable growth asset you have. 
– Building a brand today ensures you are on tomorrow’s shortlist. 
– Companies that embrace this shift will own the next decade of growth. 

A Time To Invest In The Growth Engine 

The time has come for New Zealand businesses to reframe the role of B2B marketing. By investing now in building brands and engaging customers to build relationships in their mind even before they are in-market, we can accelerate short-term sales and secure long-term market leadership. 

In B2B, marketing is not a “nice to have.” it is the growth engine hiding in plain sight.