From Promotion to Emotion

Connecting B2B Customers to Brands

Strong B2B branding drives customers’ willingness to consider, purchase, and pay a premium for a supplier. But, did you know:

Only 14% of B2B buyers see a valuable difference between brands’ business value

Personal value will provide 2x the impact that business value will on a B2B purchase

Connect Customers to Your Brand

CEB partnered with Google to learn what leading marketing teams are doing differently to connect with their customers emotionally and show personal value. The complete findings from our research were revealed at Google Think B2B 2013 and are now available in a whitepaper,From Promotion to Emotion: Connecting B2B Customers to Brands.

Chapter 1: Surfacing Emotions

Don’t just look at the obvious. Consider non-verbal cues.

Chapter 2: Personalizing Messages

Your language isn’t theirs. Listen to them.

Chapter 3: Motivating Action

Don’t just highlight future benefits. Show how painful status quo is.

Epilogue: Develop Your Commercial Insight

Don’t show up and show off. Teach them.