Are you going about your B2B marketing all wrong? CEB’s Karl Schmidt explains why the real driving factors behind B2B buying decisions are far more personal and emotional than you think.
Uncovering the Underutilized Power of Emotion in B2B Marketing
When it comes to making purchasing decisions, we all know our choices aren’t always based on logic and reason. Why do you think they keep making red sports cars with terrible gas mileage and keep putting candy bars near the checkout?
Of course, acting on a last-second impulse purchase is one thing, but what happens when we’re forced to make a decision on a product or solution that could make or break our business? What happens when that involves navigating a complex buying process, requiring us to loop in multiple stakeholders across various departments, or when it takes maybe a year or even longer to finalize the purchase? Surely with everything riding on that kind of decision — not to mention with that amount of time to really think things through — our approach becomes more rational than emotional…
After all, it’s strictly business, right?