Affinity is more than just a preference—it’s a connection. In B2B, building affinity takes time and consistent effort, focused on delivering value-rich, shareable content. While often considered a soft metric, affinity provides valuable directional insights and helps measure the effectiveness of your marketing mix.

Understanding and measuring affinity can help inform strategic decisions, especially when connecting marketing efforts with buyer perceptions. This connection drives key outcomes, including long-term loyalty, advocacy, and sustained purchasing behaviors. By nurturing affinity through storytelling and thought leadership, marketing teams can develop a deeper connection with their target audiences. Affinity shapes momentum—what we call “buzz”—that keeps your brand top of mind. Tracking how buzz and perception change over time can offer a powerful metric for success.