‘Here’s How ‘Boring’ B2B Businesses Can Get Customers Emotionally Connected to Their Content Marketing’ – ‘Entrepreneur’ Blog
Dan Newman says, “Perhaps, the most oft-prescribed advice in the B2C marketing space is connect with your customers. This makes perfect sense because B2C buyers act on emotions. But when it comes to the “boring” B2B industry, we are prone to assume that B2B customers are driven only by logic, facts and ROI, to the point of being almost emotionless. This is only a half-truth. And if you continue to build your marketing strategies around this half-truth, you’re doing yourself and your brand a disservice.
If you’re someone who likes to see numbers, there are studies to back this up. One recent one “From Promotion to Emotion: Connecting B2B Customers to Brands” by Corporate Executive Board (CEB) and Google, offers some amazing findings, showing that, in fact, emotions are vital to B2B marketing success“.
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