Unlike most B2C marketers, many B2B companies invest little or no resources (both time and money) in understanding brand awareness, but Harvard Business School Marketing Professor John Quelch challenges this position. His reasons:
- Most B2B marketers cannot economically address thousands of small businesses using the traditional direct sales force.
- If left unattended, individual managers will each do their own ad hoc marketing.
- B2B marketers are realizing that developing brand awareness among their customers' customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors.