Share of Voice is the percentage of the market conversation that belongs to your brand. Here's why it's become one of the most useful metrics for B2B go-to-market teams.
Share of Voice (SoV) is the percentage of the total market conversation that belongs to your brand, compared to your competitors. Originally a paid-media metric — your share of total ad spend — it has evolved to mean something broader: how visible and present your brand is across all the channels that matter to buyers.
Why B2B teams should care
In B2B, buyers do most of their research before they ever speak to a sales rep. By the time someone books a discovery call, they've already formed a shortlist. Share of Voice tells you how likely it is that your brand is on that shortlist — and where you need to grow to stay competitive.
“Brands with higher Share of Voice consistently win higher market share over time. The relationship isn't instant — but it's reliable.”
— Les Binet & Peter Field, The Long and the Short of It
How it's measured
Aonsight tracks brand visibility across the sources that matter for B2B buyers — search, industry publications, social platforms and review sites — and combines them into a single, trackable SoV percentage. You can break it down by competitor, topic cluster and region.
- Organic search visibility across your target keywords
- Social mentions and engagement versus named competitors
- Coverage in industry publications and trade media
- Review platform presence and rating volume
The whitespace opportunity
The most actionable output from a Share of Voice analysis isn't your own score — it's the map of where no one is dominant yet. Every market has topics, regions and buyer segments where Share of Voice is distributed thinly across many players, meaning a focused effort can establish clear leadership quickly.
Aonsight's Share of Voice feature gives you a live percentage you can move, broken down by competitor, topic and region — so you know exactly where to focus.
Getting started
You don't need a large marketing team or a big budget to start tracking Share of Voice. The key is consistency: measure it the same way each period, track the right competitors, and connect movements to the activities you're running. Over time, it becomes one of the most reliable lead indicators of pipeline growth.