What good is mental availability in technical B2B now? 

Mental availability is perhaps a tightening of the familiar marketing term "brain position. Because mental availability is about more than a high brain position of the brand or company. Mental availability is about whether your product/service, brand or company is preferred over another provider on certain attributes. 

So whether your product "wins" over perhaps a much better-known brand/company on, say, changeover time. But what use is that to you as a technical B2B company? And isn't physical availability actually more important?

Willem de Vries (STEM Industrial Marketing Community) and Martin Leeflang (Validators) update you on mental availability and together we discuss its importance for companies operating in a technical B2B environment.