The original article previously appeared on the Substance151 blog .
Emotional Connection Trumps Business Benefit in B2B
If you keep up with marketing trends, you’ve likely seen terms “B2H” (Business-to-Human), “B2B consumer” and “B2Me” – all emphasizing the dramatic shift in the thinking and approaches to B2B marketing.
The fact is, whether your company sells to consumers or companies, you are still dealing with humans. And that means you’re dealing with emotions.
Yet many B2B companies still approach marketing as if all that matters is the business case – the bottom-line value delivered, whether it’s increased performance, productivity, sales ...