Joseph Jaffe – well-known since his book Flip the Funnel came out – was one of the keynote speakers at this year’s edition of B2B Marketing Forum. Of course he shared his insights on the ‘flipped funnel’, but also on real customer centricity, customers that show their brand love via tattoos, Jaffe’s personal definition of a successful book and lots more.
In yesterday’s Financieel Dagblad-column Annet Aris – Fontainebleau professor of digital strategy – describes the imminent digital disruption’s impact on business-to-business. Sofar says Aris, digital impact in B2B has been much more limited than in B2C.
B2B companies in her opinion are slower to change their behavior than individuals. And due to patents and intimate buyer relationships, B2B products allegedly are better protected against newcomers.
Homo economicus does not exist. The human species – in B2B marketing too – is being driven by emotions. Neuroscientists and behavorial economists agree that man makes up to 99% of his (or her) emotions subconsciously, from the instinct. ‘The human brain hasn’t had a major software upgrade for the last 50,000 years’, said Peter Diamandis a few weeks ago at the Singularity summit in Amsterdam.
November 5th the B2B Marketing Conference took place in London (UK). Well over 200 marketeers gathered to discuss the pivotal role emotion plays in business-to-business. Great to see 200 peers agree to this fundamental insight, which is too often still overlooked or underestimated in B2B. This could well be one of your most promising new business resolutions.
Successful campaigns often are driven by chance and luck rather than science. Most marketers and sales professionals prefer to work from the gut – and their ‘professional instinct – rather than the brain or thru facts. In a world that’s becoming more and more content-inundated, standing out from the clutter and making that right, emotional connection is more imperative than ever before. This applies in business-to-business marketing as well. How can we in B2B get our content best shared by striking the right emotional chord?
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