Brands compete not only with each other—they compete for attention. Since human attention is biologically limited, thousands of advertising messages do not guarantee visibility even for high-quality products. Algorithms change, paid traffic becomes more expensive, and trust in advertising declines. We will explore how to guarantee brand visibility in the attention economy using a systematic approach rather than disparate tactics.

Seminar objectives
- To show why attention has become the main scarce resource in B2B marketing
- To explain which channels and formats really work today and which create the illusion of activity
- To provide a practical model for managing brand visibility rather than individual campaigns
- To help participants move from “noisy marketing” to a sustainable presence in the media field

Key topics
- Attention Economy in B2B: how it differs from B2C and why many strategies are not scalable
- Owned, Earned, Paid Media: how to strike a balance and stop depending on a single channel
- Editorial visibility: the role of native publications, expert content, and trusted media
- A systematic approach: how to turn PR, content, and distribution into a manageable process

What participants will gain
- A clear understanding of how decisions are made in an attention-overloaded environment
- A practical framework for assessing and enhancing brand visibility
- Real-life case studies from B2B marketing and media distribution

This presentation will be especially useful for those responsible for brand growth, lead generation, and reputation in B2B companies who are looking for predictable and scalable ways to get noticed in a world where attention is the most valuable asset.