It is often said that consumers buy based on emotion and business buyers make decisions based on logic. But how true is this? Some studies suggest otherwise. Google, Gartner and Motista found that B2B buyers are more emotionally connected to the brands they purchase than consumers – not less. Feelings of trust, shared values and strong identity/personality were significant factors.
COVID has further impacted buying behaviours with consumers becoming more conscientious around wider environmental, political and societal issues. Historically though, it has been difficult to connect on a more ‘human’ level in B2B marketing with values and purpose pushed to one side in favour of cold hard facts.
In this session, we look at how B2B customer spending decisions have changed recently and how marketers must respond to the increasing role that values, purpose and ESG plays in customer buying choices.
Discussion points include:
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