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7 out of 10 Brands prefer B2B

September 18th 2010

Jon Hallowell

Jon is Group Creative Director at Marketecture. One of the most awarded Creatives in b2b. Over the last five years, Jon has won around 50 National and International creative awards. Including two CIPR Grand Prix, four Roses and quite a few UK B2B Marketing Awards. Which is nice!

Interbrand have just published their annual appraisal of the worlds top 100 brands and unsurprisingly given the global downturn, it is B2B brands that are performing best overall. If you take a quick look at the chart below you'll see that no less than seven of the top 10 brands have a pure or substantial B2B focus to their marketing.

Why have they done so well? I think it's quite simple, in the B2C environment we tend to be marketed products we want but don't necessarily need. Whereas in the B2B market, it is reversed and while we may not want to buy the products or services on offer, if the messaging is relevant and appropriate to the buyers position in the buying cycle, there will be no doubt that we appreciate the need for them.

Using Pareto's rule of 80:20, in B2B the head rules the heart. And as we all know, when times are tight, the head always wins.