That was the fabulous question I was asked in a recent pitch. One focused on B2B - or, really, business to professional advertising. We gave a smart, opportunity-focused answer. But, the real answer is likely this:
Companies and creatives skimp on B2B advertising. They treat it less like communication and more like the volleying of spreadsheets back and forth. As if the company itself could decide (Two skyscrapers walk into a room...)
So there is a real opportunity to break through. To treat your business customer like a person she is. To not pretend that she turns into a purely logical automaton when she dons her security badge and freshly-dry cleaned shirt. To use the same smart, emotive consumer ethic you'll market to her with when she's sitting on the couch watching American Idol later that same day. To care about connecting with her.