As B2B marketers we tend to market two things: features and benefits. And while this may seem like a logical approach, it lacks heart. We need to always remind ourselves that most decisions start from the heart – that’s why we’re firm believers that whether in the B2B or B2C space, standout marketing leads with emotion.
For brands that sell consumer goods this may seem like a much easier task, but by leading with emotion (think a strong vision or aspirational statement) B2B brands can create connections and stand out from the crowd.
