|Business-to-Business needs (a lot) more
EXCUSE ME, BUSINESS MARKETERS, ARE YOU BORING YOUR TARGET
In a recent series of articles featured in Business Marketing magazine, business editors and industry pros are reading you the riot act. They're saying business marketing and advertising are boring.
Seems that somewhere along the line we forgot that business people are people, too. Somewhere along the line, business marketers fell prey to the "common knowledge" that business decision makers respond better to data-intensive presentation devoid of emotion and creativity.
Are you guilty of this unlawful common knowledge? When you strategize a business-to-business ad or communique, do you automatically think, "OK, let's be as direct, rational and factual as possible -- and throw in lots of charts and graphs"?
That's not always the best approach, according to John Harrington, director of creative services at an award-winning business-to-business agency, who says:
"I haven't known anyone who left all humanity at home when they left for the office. Emotion plays a huge role in any human behavior, but business-to-business marketers don't take advantage of emotion in business-to-business purchases."