Mental availability : to what extent is it relevant and measurable for B2B companies

This research explores the relevance and the measurability of mental availability for B2B companies. This research largely lays on research of the Ehrenberg-Bass Institute and the B2B Institute and the data is collected by conducting interviews and a focus group in order to get valuable in-depth insights about the relevance and measurability of mental availability for B2B companies. Mental availability can be seen as relevant and measurable based on categorizing the customers of B2B companies in different sets of categories. Next to that, two problems occur for B2B companies: the distinctiveness of those companies can be very much doubted and the fact that it is hard for marketers to convince colleagues of their ideas about mental availability. Since mental availability is not a known concept in B2B, all participants were speculating in some cases. This research supports B2B companies in determining whether mental availability is relevant and measurable.