This text offers an in-depth analysis of growth strategies for B2B tech brands, emphasizing the importance of both Mental and Physical Availability to grow brand penetration. It critiques the reliance on Product-Led Growth (PLG) strategies, suggesting they often fall short in the long term. The text references marketing laws like the Double Jeopardy Law, Duplication of Purchase Law, and the Law of Buying Frequencies, demonstrating their applicability across B2B sectors, including cloud computing, CRM, and business intelligence. It challenges common PLG assumptions with empirical evidence, arguing that successful brands are those easily thought of and easy to buy from, not necessarily those with the most loyal customers or superior products.

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