Validating the 'Recall, Candidate, Selection' Structure in BtoB Marketing: IDEATECH Supports the 'Category Branding White Paper 2026' Published by EXIDEA
IDEATECH has supported the survey planning, design, and execution for the 'Category Branding White Paper 2026', published by EXIDEA. Based on a large-scale survey of 3,200 respondents across 16 BtoB categories, the white paper analyzes the decision-making structure of 'first recall, selection candidates, and final selection'.
📋 Article Processing Timeline
- 📰 Published: May 21, 2026 at 20:00
- 🔍 Collected: May 21, 2026 at 11:31
- 🤖 AI Analyzed: May 21, 2026 at 12:00 (29 min after Collected)
IDEATECH, a company providing the white paper content service 'Haku-P' to generate thought leadership, has announced its support for the research planning, design, and execution of the 'Category Branding White Paper 2026' published by EXIDEA. IDEATECH supported EXIDEA, a BtoB growth consulting firm, in transforming their expertise in category branding into a white paper backed by empirical survey data. The support covered research design, execution, and analysis across 16 BtoB categories to establish thought leadership in BtoB marketing.
The survey targeted 200 respondents per category, totaling 3,200 responses, across 16 BtoB areas including expense management systems, accounting cloud software, MA tools, electronic contracts, SEO tools, business card management, and sales enablement. Participants had all been involved in the selection, adoption, or consideration process within the past year. The study used a common framework to analyze 'first recall,' 'brand awareness,' 'selection candidates,' and 'selection track record,' comparing decision-making processes across different categories from pre-negotiation phases to final selection.
By categorizing 'recall to selection' patterns into types such as consistent, reversal, and dispersed models, the study quantitatively confirmed that the ranking of the shortlist is largely determined before negotiations begin.
The survey targeted 200 respondents per category, totaling 3,200 responses, across 16 BtoB areas including expense management systems, accounting cloud software, MA tools, electronic contracts, SEO tools, business card management, and sales enablement. Participants had all been involved in the selection, adoption, or consideration process within the past year. The study used a common framework to analyze 'first recall,' 'brand awareness,' 'selection candidates,' and 'selection track record,' comparing decision-making processes across different categories from pre-negotiation phases to final selection.
By categorizing 'recall to selection' patterns into types such as consistent, reversal, and dispersed models, the study quantitatively confirmed that the ranking of the shortlist is largely determined before negotiations begin.
FAQ
What is key in category branding?
It is not just about increasing awareness, but achieving 'top-of-mind' recall before negotiations begin and securing a spot on the shortlist.
Why am I not selected despite high awareness?
There is a structural gap where corporate awareness ('knowing the brand') and service recall ('thinking of the brand first') can reside in different brands.
What is 'Haku-P'?
A service that provides content support to establish thought leadership and achieve top-of-mind recall using proprietary survey data.