Rule one for advertising: break through the clutter. That applies to B2B companies, too. Their buyers are humans, just like everyday consumers.
Rule two: differentiate from competitors by demonstrating why your solution works better. Yes, this matters for B2B companies as well as B2C brands. Perhaps even more.
That's why this terrific Verizon ad works so well. It might be the only B2B advertisement online that I have clicked on for the past year.