The Role of Emotions in B2B Marketing: Telling a Story, Making a Sale

Sherry Lamoreaux addresses the incorrect assumption that B2Bs should be more concerned about product details, payment schedules, and competitive differentiators than emotional engagement. She writes, “Marketers need to understand the psychological drives behind B2B purchases, as well as the emotions in play” and uses Google’s research with IDEA Fund Partners’ portfolio company, Motista, and CEB to support her point. Google’s research shows that if a B2B buying is emotionally connected to your company then it is likely that the buyer will consider purchase.

Read the full article from Business 2 Community