Rethinking B2B marketing
This article is part of a series of articles from the WARC Guide to rethinking B2B marketing. Read more.
Emotion has worked as a powerful tool of engagement in consumer marketing for decades. “Just Do It”, “America Runs on Dunkin’”, and “Because You’re Worth It” are just some of the more powerful motivational taglines from enduring brands that continue to inspire positive feelings in consumers. In recent years, purpose has taken this to new levels.
Yet, in B2B marketing, however, creative strategy rarely embraces emotions. Instead, it is more likely to focus on quantifiable speeds...