Business-to-business marketing doesn’t have to be boring. You have to be diligent to create humanly relevant ideas. “People” make buying decisions emotionally and post-justify them rationally. This is why I strive to develop work that reaches the heart, as well as the brain. This is well practiced in consumer marketing, but it must be remembered in the more complex and tedious world of B2B –as it’s often forgotten. Combining Business strategy with emotional storytelling to bring a human element to technical, hard-to-understand ideas is no secret formula. It’s just good common sense.
