The surprising rigor of ad models... for B-to-B

Consumer brands get to have all the fun. They have tons of consumer data, letting them model the value of advertising, which lets them make the case to continue advertising. Business-to-business brands don't have it so easy; less data, niche audiences and complicated sales cycles make it hard to make the case for broad-based advertising.

But an unstoppable team with an innovative approach to modeling proved that advertising could work for Concur, the leading expense management software, just like it does for consumer brands. This rigor allowed for sustained media investment in digital display, business-focused podcasts, radio and print. With that came the forecasted awareness gains that turned into real sales success.