Validating the 'Recall, Candidate, Selection' Structure in BtoB Marketing: IDEATECH Supports the 'Category Branding White Paper 2026' Published by EXIDEA

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.