Why do people do the things they do? Rational thought? Emotions? Incentives? These are great questions for any marketer to ask. It seems like a natural conclusion that emotions affect people's decisions the most in the business-to-consumer (B2C) space - but what about business-to-business (B2B)? I've often said in B2B marketing it is important to remember that you're still trying to reach human beings, that think and feel just like everyone else. But given the business environment they are in, should they be marketed to in a different way?
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