Brand Health & Market Position

Q3 2025 Brand Perception Tracking Study

Enterprise Software Category | North American Market

Executive Summary

Brand awareness has reached 47% among target buyers, up 12 points YoY. However, we lag category leaders by 20+ points and face perception challenges around innovation and customer support. NPS remains strong at +42, but consideration rates plateau at 34%, indicating awareness isn't converting to purchase intent.

47%

Total Awareness

↑ 12pts YoY

34%

Consideration

→ Flat QoQ

+42

Net Promoter Score

↑ 5pts QoQ

Market Position

↓ 1 spot YoY

Brand Awareness Funnel

Tracking progression through the buyer journey reveals conversion challenges:

Total Market	100% (42,000 target buyers)
Unaided Awareness	23%
Total Awareness	47%
Familiarity	38%
Consideration	34%
Preference	19%
Purchase/Renewal	11%

Competitive Brand Positioning

Brand	Awareness	Consideration	NPS	Share of Voice
Market Leader A	71%	52%	+38	28%
Competitor B	68%	44%	+31	22%
Competitor C	53%	38%	+29	18%
Our Brand	47%	34%	+42	14%
Emerging Player D	31%	28%	+51	11%
Legacy Vendor E	62%	21%	-12	7%

Brand Attribute Performance

How target buyers rate us vs. the category leader on key attributes:

Attribute	Our Brand	Leader	Gap
Trusted & Reliable	84%	87%	-3
Easy to Work With	79%	72%	+7
Value for Money	77%	63%	+14
Industry Leader	52%	91%	-39
Innovative	48%	82%	-34
Great Customer Support	61%	78%	-17
Modern/Forward-Thinking	44%	76%	-32

Net Promoter Score Analysis

Promoters (67%)

"Best value in the market"
"Support team is exceptional"
"Product just works"

Passives (8%)

"Good but not great"
"Missing key features"
"Considering alternatives"

Detractors (25%)

"Too complex"
"Expensive for what it is"
"Poor implementation"

NPS Trend Over Time

Q3 2024
+31

Q4 2024
+34

Q1 2025
+37

Q2 2025
+37

Q3 2025
+42

Brand Awareness by Segment

Segment	Awareness	Consideration	YoY Change	Opportunity
Enterprise (1000+)	67%	48%	+15%	High
Mid-Market (100-999)	51%	38%	+12%	High
SMB (<100)	22%	14%	+8%	Low
By Industry
Financial Services	71%	52%	+18%	High
Technology	63%	44%	+9%	Medium
Healthcare	41%	28%	+14%	High
Manufacturing	29%	19%	-2%	Medium

Share of Voice Analysis

Our brand represents 14% of category conversations, underperforming relative to market share:

Share of Voice by Channel

Social Media	18%
Industry Media	12%
Analyst Reports	9%
Review Sites	21%
Community Forums	11%

Marketing Channel Effectiveness

Channel	Awareness Lift	Consideration Lift	Cost Efficiency	Recommendation
Paid Search	+8%	+12%	Medium	Increase
Content Marketing	+15%	+22%	High	Increase
Events/Webinars	+11%	+31%	Medium	Increase
Display Advertising	+5%	+3%	Low	Reduce
Social Media	+7%	+5%	Low	Maintain
Partner Channel	+19%	+28%	High	Increase

Year-over-Year Brand Health Trends

Metric	Q3 2024	Q3 2025	Change	Target
Total Awareness	35%	47%	+12pts	55%
Unaided Awareness	14%	23%	+9pts	30%
Consideration	29%	34%	+5pts	45%
NPS	+31	+42	+11pts	+50
Share of Voice	11%	14%	+3pts	20%
Market Rank	#3	#4	-1	#2

Key Insights & Challenges

Critical Gaps

Innovation Perception: 34-point gap vs. leader severely limits consideration among forward-thinking buyers
Awareness-to-Consideration: Only 72% of aware buyers consider us (vs. 85% for leader)
SMB Penetration: 22% awareness indicates we're missing 78% of the market
Share of Voice: Underweight by 6 points relative to market share

Market Dynamics

Emerging Player D: Despite 31% awareness, achieving 90% consideration rate and +51 NPS
Category Growth: Total market growing 22% YoY, but our share declining
Enterprise Shift: 67% awareness in enterprise, but losing deals to more "innovative" competitors

Bright Spots

Customer Satisfaction: +42 NPS leads category, indicating strong product-market fit
Value Perception: 14-point advantage over leader on value for money
Financial Services: 71% awareness and 52% consideration shows segment strength
Partner Channel: Delivering highest ROI across all marketing investments

Strategic Recommendations

1. Address Innovation Gap (Q4 2025 Priority):
• Launch "Innovation Lab" content series showcasing R&D investments
• Partner with 3 industry disruptors for co-innovation announcements
• Sponsor emerging tech conferences to shift perception
• Target: Improve innovation score from 48% to 65% by Q2 2026

2. Fix Awareness-to-Consideration Conversion:
• Implement competitive comparison campaign ("Why Switch" series)
• Launch free trial with white-glove onboarding for enterprise
• Create industry-specific value calculators and ROI tools
• Target: Increase consideration rate from 34% to 45% by Q2 2026

3. Accelerate Share of Voice:
• 2x investment in earned media and analyst relations
• Launch executive thought leadership program (CEO/CTO visibility)
• Create newsworthy research reports quarterly
• Target: Achieve 20% share of voice by year-end

4. Defend Against Emerging Player D:
• Analyze their +51 NPS drivers through win/loss research
• Counter their "modern alternative" positioning
• Highlight enterprise readiness and scale advantages
• Target: Limit their growth to <40% awareness

5. Double Down on Strengths:
• Amplify customer success stories (leverage +42 NPS)
• Lead with value messaging in all campaigns
• Expand financial services focus with dedicated team
• Target: 80% awareness in financial services by Q1 2026

6. Channel Reallocation:
• Reduce display advertising spend by 50% ($1.2M)
• Increase content marketing by 40% (+$800K)
• Expand partner program by 60% (+$1.5M)
• Launch enterprise ABM program ($2M investment)
• Expected ROI: 2.3x within 12 months

Budget Implications

Initiative	Current Spend	Proposed	Change	Expected Impact
Brand Advertising	$4.2M	$5.5M	+31%	+8pts awareness
Content & SEO	$2.0M	$2.8M	+40%	+5pts consideration
Partner Marketing	$2.5M	$4.0M	+60%	+6pts awareness
Display/Programmatic	$2.4M	$1.2M	-50%	Minimal
Total	$11.1M	$13.5M	+22%	55% awareness

Success Metrics & Targets

Metric	Current	Q4 2025	Q2 2026	2026 EOY
Total Awareness	47%	51%	55%	60%
Consideration	34%	38%	45%	52%
Innovation Score	48%	55%	65%	72%
Share of Voice	14%	17%	20%	24%
Market Position	#4	#4	#3	#2

Research Methodology

Sample Size: 3,200 IT decision makers and influencers

Markets: United States (70%), Canada (20%), Mexico (10%)

Company Size: Enterprise (1000+): 40%, Mid-Market (100-999): 35%, SMB (<100): 25%

Industries: Financial Services, Technology, Healthcare, Manufacturing, Retail, Government

Data Collection: Online survey (15 minutes), telephone interviews for NPS follow-up

Margin of Error: ±1.7% at 95% confidence level

Fielding Period: July 15 - August 31, 2025

Brand Health & Market Position Report - Q3 2025
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