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How do you treat B2B advertising?
I don't believe that B2B advertising is much different than B2C, you're still trying to sell something! How does your company address the two? Do you draw distinct differentiations between your advertising style?
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I like to think of any type of advertising as being driven by two variables: quantity and quality. Often times, these two variables have an inverse correlation. In general you can the distinction between B2B advertising vs B2C advertising as follows:
Quantity: B2B (low) B2C (high)
Quality: B2B (high) B2C (low)
The more important distinction to draw though is around the specific market your are targeting with your campaigns. For example, there are low quantity/high quality consumer markets such as some luxury markets. Finding high quantity/low quality business markets is a little more difficult, but they are out there. Sub prime business lending comes to mind.
If I had to choose one variable over the other to build a campaign around, I would choose volume (although when you are working on positioning and branding focus on the quality variable). When you are targeting a low quantity market, use "push" based forms of marketing such as outbound direct response campaigns. Conversely, when you are targeting a high quantity market, use "pull" based forms of marketing such as paid search.
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