The misconception that the B2B purchase decision is based purely on logic must be set straight. That truth is, we humans rely more on the emotion and instinct from the right side of our brain, than the logical and rationalized reasoning from the left side. Yes, even in B2B marketing. Your challenge is to master this right-brain selling—and connect with the intuitive side of our customers so sales messages resonate with their needs, pressures and preferences.
How? One way is by creating buyer personas of your target audience(s). Read More