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.
Where it's used
Applies to software, services, industrial goods and anything sold to companies. Useful to remember that committees are still made of people who remember ads.
See it in a campaign
Volvo Trucks: The Epic Split (2013)
Few of the millions who watched Jean-Claude Van Damme do the splits between two reversing trucks will ever buy a truck. Yet it demonstrated a real steering feature, and drivers, fleet buyers and their families all saw it. A truck maker used reach, emotion and fame, which is the consumer playbook aimed at a B2B product.
