Defining And Measuring Share Of Voice

While B2B organizations invest heavily in brand to influence buyers, it’s often a blind spot for measurement and insight. Share-of-voice metrics are widely available, commonly used, and often misunderstood tools for evaluating the success of brand efforts. Standardizing on a set of meaningful share-of-voice metrics enables an organization to capture ongoing insight and optimize brand investments. In this report, we define share of voice and the data inputs required to calculate a relevant B2B share-of-voice metric.