Is sex a legitimate tool in B2B marketing?

Of course, it could argued that sex has been used in B2B for a ages. That is, if the reprehensible stories of deals being celebrated by taking clients to certain establishments are true. A twisted example of how B2B is much more personal and face to face than consumer! Any use of sex in B2B would still have to follow the same guidelines as consumer (legal, decent honest etc). But more importantly than that, it’s use should reflect insight into your market. If it’ll provide you with a way of connecting (metaphorically!) to your customers in a way no-one else can, then it’s legitimate . If you can find a way to use it that adds value to your propositions, then it’s legitimate. If you can find away to use it without appearing old fashioned, out of touch or offensive, then it’s legitimate. Personally, I doubt whether any market, especially in B2B, could find a way of using sex to sell. I doubt whether there are a long list of successful use of sex even in B2C, especially if you exclude parady. I doubt whether using sex will do anything apart from cheapen your brand, cheapen your value and cheapen yourself. However, this degree of caution is exactly the same as in consumer land - use messages and images that are resonating, relevant and remarkable not that alienate, antagonise or appall. PS Is this post also a cunning way to increase traffic by use of word sex making the site appeal in more web searches? :-)

Hi Stephen, Thanks for your thoughts on this subject. And with regard to your last point: no, it's not. but thanks for the idea!