The most frequent misconception I encounter in B2B marketing is that business buyers are more rational and data-driven than individual consumers are. But the truth is: all decision making is emotional. Data influences decisions, but ultimately the decision to purchase something — whether it’s a five-dollar cookie, or a five-million dollar piece of business infrastructure — is made because the buyer feels good (or at least feels safe) about the choice they’ve made.
That insight guides the creative choices I make and the direction I give to my collaborators on every piece of B2B content I produce. I believe that if we can tell a good story — one that inspires, educates, excites, and amuses — then we can connect brand to audience in a way that creates good customer experiences, motivates action, and sells products and services.
