B2B marketing
DefinitionBrand Strategy
B2B marketing
Marketing where the customer is an organisation and the purchase involves committees, longer cycles and bigger tickets. The evidence increasingly says the fundamentals transfer from consumer marketing - brand, reach, mental availability, the 95-5 of buyers out of market - with the difference in execution, not physics.
Evidence from the library
In B2B every buying situation has a business motive and a personal onePrinciple60% UK, 54% USB2B advertising produces even less emotional response than consumer advertisingStatBuying committees make 'with and for whom' the highest-leverage B2B cuePrinciple80%In B2B pitches, about 80% of the buying decision is effectively made before the process starts.Stat70-80%Marketing is shifting from the Kotlerian school to the Ehrenberg-Bass school, where mental availability makes up 70-80% of the brand job.Principle
Source
Marketing Definitions
standard terminology; see LinkedIn B2B Institute and Ehrenberg-Bass on B2B
More from this source
DefinitionMarket penetrationDefinitionMental availabilityDefinitionPhysical availabilityDefinitionBrand salienceDefinitionCategory entry points (CEPs)DefinitionDistinctive brand assetsDefinitionBrand equityDefinitionBrand positioningDefinitionBrand architectureDefinitionBrand awarenessDefinitionMarket shareDefinitionFuture demand