B2Bも経験重視
B2Bにも，経験の重要性が認識され始めたということだ．顧客と同じようにビジネス顧客の意思決定に置いても，合理性だけではなく感情も重要な役割を果たすということが認識されてきている．
Now B2B companies, especially in the technology, pharmaceutical and banking industries, are looking for ways to immerse their business clients in experiences that tell a brand story. Companies such as IBM are realizing that business clients are not emotionally inured; rather, they bring to any decision the same mix of emotional and rational qualities attributed to consumers.
"The experiential movement started at the consumer level," says Kevin Clark, IBM's program director of brand experience design. But "we're all consumers at the end of the day, so a number of those expectations are moving into the B2B space."
IBM→銀行；Delux（小切手帳印刷業者）→銀行；ヒルトン→フランチャイズオーナー等が事例として取り上げられている。
それぞれの成果はおおむね良好だが、最後に、驚きを維持し続けなければならないと言うことで締めくくられている．経験も驚きを維持できなければコモディティと化するということである．
The ongoing challenge for IBM, Deluxe, Fuse, Hilton and other companies that practice B2B experiential marketing is to maintain an element of surprise with their campaigns. "Every year you have to change your approach," says Rubenstein. Because when the surprise disappears, experiential marketing becomes nothing more than a sales pitch. "Experience is normally about exceeding your expectations," says IBM's Clark. "It doesn't have to be wacky, but it has to be unexpected."
