Sometimes things just feel right. We can’t say why, they just do. The house bought not because it ticked all the boxes, but because you could imagine living there. The supplier chosen not after an exhaustive procurement assessment, but because they just seemed to fit. In his book, Blink, Malcolm Gladwell explores experiences like these.
B2B marketers don’t target companies, they target people who make decisions for these companies. People being people, these decisions have rational and emotional components. Research often focuses on the rational part but forgets the emotional bit. How can we ensure both dimensions are represented?
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