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12 April 2021
Emotions vary across the B2B buyer journey
Brand purposeMarketing to B2B audiencesEmotion
B2B advertising tends to lean into rational communications, which are considered well-suited to high-stakes purchases made on a long cycle, but this approach does not consider the powerful emotions that that shape responses to advertising and underlie purchases.
Why it matters
Leading B2B marketers, including the likes of Caterpillar, IBM and SAP, are using emotion, purpose and problem solving to reach a new generation of business buyers, say Sonia David and Bill Zengel, ANA Business Marketing Practice.