B2B brand strategy works differently because the buying decision is slower, higher-stakes, more rational, and made by a buying group of several people. Consumer and self-serve SaaS branding often works through emotion and impulse at the moment of decision. In a complex B2B sale, brand works through accumulated credibility across a long evaluation where several members of a buying group have to agree. Borrowing high-velocity SaaS tactics for a legacy industrial or services company produces a lot of activity and very few relationships.