It’s Not Rational, B2B Marketing Needs to Get Emotional!!

This post was sparked by a spirited, and at times emotional, debate during the #bizforum chat on Twitter yesterday evening. Thanks to @samfiorella for instigating and @chieflemonhead, @MaureenB2B, @PrashSabharwal and @josepf, among others, for a spirited discussion.

B2B buying is complex because the products are complex. Evaluating B2B solutions is hard, and the final decision is not made with absolute knowledge it is the right decision.

I submit as Exhibit A: the numerous regrettable ERP and CRM investments that have been made by large corporations.

In B2B, buyers are incredibly knowledgeable, but they simply cannot be certain. To confidently proceed, they must believe they are making the best decision. At its heart, it is an emotional decision. Read more of this post

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