Founder of Buyer Persona Development
Read Tony Zambito's Predictions >
Take the Quiz to Test Your Knowledge
Recent surveys (such as from the Fortune Knowledge Group) show executive decision makers rely on emotion and personal connections more than 55% of the time when making decisions – making it imperative for B2B marketing to transform from logic-based marketing to emotion-based marketing.
Radical Openness and Transparency
For decades, B2B has had an invisible wall between themselves and buyers. B2B marketing will need to open up and become more transparent with their information and knowledge that buyers seek and remove gated barriers to information.
Emergence in Research and Experiences
Surveys after surveys show B2B marketing continues to struggle to connect with buyers – calling for B2B to adopt immersive research such as B2B ethnography to better understand buyers. Using these critical insights then to create innovative immersive experiences for buyers is a way to connect deeply and emotionally.