Hasta La Creative!

Does emotion work well in business-to-business marketing? Maybe not, many people would say. Making an organizational purchase has different considerations than buying a new shaving cream. And a bad decision for shaving cream may produce minor skin irritation, but a bad decision with third-party vendors could cost someone his job.

So, the thinking traditionally goes, the organization needs information, not emotion. Let’s not bother with the larger benefits, just stick to the features — as in our brochures. Our b-to-b target is an industry veteran who came up through the ranks, likely sales or marketing, so don’t try to sell a seller. Play it straight.

Continue reading at AdAge.com