MALVERN, PA — B2B marketers navigating rising costs and elusive ROI now have a new guide to tackle their challenges. “Brand Gravity: How to Create Magnetic Pull in the Age of Buying Groups,” authored by Lisa Cole, Chief Marketing Officer at 2X, is set to release in two editions this summer. The paperback version will launch on June 30, 2025, with a premium hardcover following on July 8, 2025.
Designed to provide a modern alternative to outdated marketing and sales strategies, “Brand Gravity” introduces a buyer-centric approach that aligns with today’s self-directed purchasing behaviors. Rooted in research from 6sense and strategies proven by top-performing B2B organizations, the book proposes a shift from traditional sales funnels to a framework that creates “magnetic pull.”
“Today’s B2B marketers are under immense pressure to deliver measurable results with fewer resources,” said Cole. “‘Brand Gravity’ provides a practical, actionable framework to stop chasing leads and start building a powerful brand that buyers can’t resist.”
At the core of the book is the G.R.A.V.I.T.Y. Blueprint, a detailed methodology that guides marketers through essential steps such as gathering intelligence, building digital visibility, leveraging social proof, and tracking performance metrics. The framework emphasizes the creation of sustainable growth by aligning with the evolving buyer’s journey.
Cole’s book also addresses critical pain points for marketing and revenue teams, including poor attribution, budget inefficiencies, and misalignment with sales efforts. It empowers leaders to build programs that reflect buyer behavior while driving measurable business outcomes.
“Brand Gravity” promises to serve as a must-read for marketers seeking to modernize their go-to-market strategies and establish momentum in competitive B2B markets. The book is now available for pre-order on Amazon and BookBaby, offering a new playbook for success in today’s era of buying groups.
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