The Key To B2B Marketing Is Capturing And Conveying Emotion

SOURCE: Forbes

“The majority of marketing measures in the business-to-business environment have a very strong product and company focus. The main focus here is on the technical properties, and the entire range of products is presented in a very neutral and objective manner. Rational and numerically verifiable facts make up the majority of communication.

However, it is not sufficiently clear why such a neutral and objective presentation of one’s own company and products is preferred. In my experience, a change from product-centric marketing to customer-centric marketing has significantly more advantages in B2B marketing. There are two reasons why you should create content that taps into emotion…”