Applying a B2C approach to B2B brand research just doesn’t work.
With B2C, it’s of utmost importance to make sure that general awareness of the brand is really high. (Think product placement for Coca-Cola on movies and TV, billboards, etc.)
But with B2B, it’s much more important to make sure the right people are aware of the brand. Often, it doesn’t matter whether the general population is aware of a B2B product or service. Only a handful of very specific professionals would ever use the solution anyway.