Introducing… Velocity 3.0
We don’t expect you to care about our new site as much as we do — but the reasons behind it all are super-relevant to every B2B marketer.
Luke Gain | 24. 05. 2023
7 books for B2B writers, editors and readers
I love books about writing. Here are seven terrific books for people who want to improve their writing (and reading).
Doug Kessler | 10. 01. 2023
Why feedback gets worse in a recession and how to handle it
As times get tough, negative feedback can turn into *bad* feedback: unclear, unactionable, and often a cry for help.…
Alanna Alexander | 15. 12. 2022
May 10th, 2011
When the concept of B2B marketing was first defined, it was widely held that it ought to be a far more rational process than trying to sell to those messed-up emotional consumers. Turned out, we were still selling to people, not companies, and so all the old emotional principles — and “old” is exactly the right term here since what we are talking about is hard-wired into our ancient reptilian brains — still applied.
The rising understanding about buyer behaviour that neuroscience is giving is so critical to the B2B marketing process that we recruited a leading neuro-marketer to be a regular contributor on our new blog, which is all about bringing technology to market. You can read his regular contributions here: http://www.francis-moran.com.
May 10th, 2011
Yes, the myth of rationality. We all think we’re perfectly rational creatures but few of us actually are. In reality some 95% of our thinking happens in the unconscious brain (whether we’re deciding on a mate or making a complex B2B purchase).
Of course, we’re brilliant at post-rationalising. As Gerald Zaltman, author of the excellent How Customers Think and source of the above stat, points out:
“Rather than actually guiding or controlling behaviour. Consciousness seems mainly to make sense of behaviour after it is executed.”
Yet all too often in B2B marketing, emotion is parked at the door and value is left on the table.
May 11th, 2011
Jay & Francis
Thanks for commenting.
It is frustrating when good ideas are killed by clients who don’t want to stand out from the crowd and expose what’s special about their company.
Francis, smart move on hiring the brain surgeon. Had a look at your site. Perhaps we should chat sometime?
May 13th, 2011
Interesting article. Whilst it is natural for sales and marketing personnel to focus on mechanics, delivery and ‘big picture’ it is often simple issues of trust and a willingness to collaborate that build a foundation of a decent relationship. As a related point, I have just written a two part blog on the role of trust in marketing partnerships and alliances, looking at the both the biology thatprevents trust and the tactics relationship managers can use to try to build it. If you’d like to see more see the blogs on http://www.andrewarmour.com and some broader articles on collaborative marketing at http://www.benchstone.uk
May 13th, 2011
Thanks a lot for introducing us to your blog. I’ll look forward to getting feedback from Doug after you two have met.
May 18th, 2011
It’s also important that your marketing pieces focus on the challenges, needs, and interests of the prospects that you’re targeting. It’s not enough to just describe the benefits and features of the product and service.