Network Webinar

Values, purpose and ESG in B2B marketing


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:

  • How important is ESG to your company and customers?
  • How have these changed over the last 12 months
  • How to proactively communicate these values externally
  • Baking in ESG to your marketing/PR strategy
  • Incorporating a ‘human’ element to your brand identity



Leeya Hendricks

Chief Marketing Officer

Delta Capita


James Kelliher


Whiteoaks International



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