B-to-B Decision-Makers Are People, Too (Really) - Ad Age | #TheMarketingTechAlert | 21st Century Public Relations | Scoop.it
Emotion can work in B2B, if it's focused on the purchaser's feelings not about himself, but about the benefits accruing to the company.


Intermediate/ Digest...


More recently, according to a CEB/Motista Survey presented at Google's ThinkB2B event last year, emotional connections run deeper for b-to-b clients than business-to-consumer customers. They argued that b-to-b marketing must win over both the horse and its rider, whereas consumer marketing just needs the guy on the horse.

 

"Between 40% and 70% of customers feel emotionally connected to brands like Oracle, Accenture, FedEx, SAP, and Salesforce," their report continued, "compared with between 10% and 40% for CVS, L'Oreal, and Wal-Mart."

 

For those of us in a market or brand research role, let's work harder to help both the agency and marketer side find magnetic truths in what we should remember is still p-to-p marketing -- person to person.

 

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