Nerd Alert: The Availability Gap in B2B Marketing

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore why B2B brands struggle with physical availability and how marketers can reclaim control over where and how their products are sold. They break down three key strategies: presence, prominence, and portfolio management.

Topics covered:

• [01:00] "Easy to Find: Being Where B2B Buying Happens"
• [02:00] Mental vs. physical availability
• [03:00] Presence: Showing up where buying happens
• [05:00] Prominence: Building owned vs. rented visibility
• [07:00] Portfolio: Protecting your core products
• [08:00] The lighthouse and harbor analogy

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


Resources:
Nenycz-Thiel, M., & Romaniuk, J. (2025, November). Easy to find: Being where B2B buying happens. Ehrenberg-Bass Institute for Marketing Science.


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