Podcast Summary: The Marketing Architects

Episode: Nerd Alert: The Availability Gap in B2B Marketing
Date: January 15, 2026
Hosts: Elena Jasper & Rob Demares

Overview

This episode dives deep into the concept of "physical availability" in B2B marketing, drawing on the latest research from the Ehrenberg-Bass Institute. The hosts explore why B2B marketers often overlook this key growth lever and share actionable strategies for improving physical availability through presence, prominence, and portfolio management. The tone is fun, nerdy, and accessible, with the hosts using memorable metaphors and playful banter to clarify complex research findings.

Key Discussion Points & Insights

1. The Difference Between Mental and Physical Availability

• Mental Availability: Making your brand top-of-mind when customers are ready to buy (the traditional "fame" factor).
• Physical Availability: Making your brand easy to actually find and purchase in the key buying situations.
• Quote [01:05] (Rob):

  "If you can dial up the fame factor... how do you make them really unforgettable through that fame lever, you know, mental availability."

• Correction [01:30] (Elena):

  "That would be mental availability... This paper is actually looking at physical availability."

2. The Challenges of Physical Availability in B2B

• B2B brands often rely on complicated sales channels: distributors, trade shows, websites, direct sales.
• Marketers usually defer physical availability strategy to sales or product teams, missing a major lever for brand growth.
• Quote [02:41] (Elena):

  "B2B marketers too often hand that control over to just sales, product, or engineering... they're missing this big lever for growth."

3. The Three Levers for Physical Availability

Presence: "Be Where Buying Happens"

• Effective brands have the right coverage in the channels that matter most to category sales—not just trying every channel.
• Introduces the "duplication of channel shopping" law: if two channels overlap heavily, you may not need both. If channels reach new buyers, it's expansion.
• Example/Timestamp:

  [03:22] (Elena): "If everybody eats at your downtown location also orders from your delivery service, you've got that overlap. But then say you add a drive thru and that brings in a completely new group of people. That's expansion."

Prominence: "Be Easy to Find"

• Distinctive, owned assets (logo, colors, sounds) are crucial, not just paid placements ("rented" prominence).
• Paid prominence (like a Google Ad) is fleeting; owned prominence endures and saves money over time.
• Quote [06:05] (Elena):

  "If you're having to pay for prominence, you have to keep paying right over time for your brand to stay there versus if you have something that's owned."

• Elena's Clarification [05:35]:

  "You need these assets that stand out in any environment, digital or physical."

Portfolio: "Focus Where It Matters"

• Many B2B companies don’t know what percentage of their revenue comes from their core product.
• A cluttered or unfocused product portfolio dilutes brand and drains resources.
• Advice: Protect the core, prune weak products, and plan for future needs.
• Quote [07:55] (Elena):

  "If you can simplify to what’s profitable, it's gonna be helpful."

4. Memorable Metaphors and Moments

• The Lighthouse Analogy [08:00]:
  • Elena: "Think of your brand like a lighthouse. Mental availability is the light beam... Physical availability is making sure you have enough docks in the harbor so they actually can go somewhere."
  • Rob's Response [08:27]: "Now, that was fantastic."
• The episode includes playful banter and admissions of confusion to make the research accessible.
  • Rob's Self-Effacing Humor [07:57]: "Did I butcher that one too? I'm..."
  • Elena’s Encouragement [07:59]: "No, you did great. That was good encouragement."

Notable Quotes & Timestamps

• [01:05] Rob: "If you can dial up the fame factor... mental availability."
• [02:41] Elena: "B2B marketers too often hand that control over to just sales, product, or engineering... missing this big lever for growth."
• [03:22] Elena: "If everybody eats at your downtown location also orders from your delivery service, you've got that overlap. But... drive thru... new group of people. That's expansion."
• [05:35] Elena: "You need these assets that stand out in any environment, digital or physical."
• [06:05] Elena: "If you're having to pay for prominence, you have to keep paying... versus if you have something that's owned."
• [08:00] Elena: "Mental availability is the light beam... Physical availability is making sure you have enough docks in the harbor."
• [08:27] Rob: "Now, that was fantastic."

Timestamps for Key Segments

• [00:41] Research Introduction: Overview of the paper “Easy to being where B2B buying happens.”
• [01:30] Mental vs. Physical Availability: Clarifying the difference.
• [02:41] B2B Channel Complexity & Role of Marketers: Why marketers need to be involved in physical availability.
• [03:22] Presence: The right channel coverage and the "duplication of channel shopping" law.
• [05:35] Prominence: Distinctive assets and “owned prominence” versus “rented prominence.”
• [07:11] Portfolio: The importance of focusing and simplifying the product offering.
• [08:00-08:27] Lighthouse Analogy: Illustrating mental and physical availability.
• [08:44] Closing Thoughts: The value in clear, jargon-free explanations for marketing strategy.

Tone & Style

• Approachable, playful, and self-deprecating: The hosts openly share confusion and learning moments to make dense research relatable for marketers at all levels.
• Research-backed but practical: Emphasis on actionable, straightforward advice without unnecessary technical jargon.
• Motivational Close: "Go forth and build great marketing."

Takeaways

• B2B marketers must take charge of not just mental, but physical availability—ensuring the brand is easy to find and buy, not just easy to remember.
• Focus efforts on the channels, assets, and products that matter most, and build long-term brand salience through owned, distinctive assets.
• The best marketing strategies are simple, research-driven, and accessible—even for self-described "marketing nerds."