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B2B International and gyro yesterday hosted a joint event to outline how large a role emotion plays in B2B decision-making. Nick Hague, B2B International’s head of growth, set the scene by pointing to our recent study of over 2,000 business decision makers globally, which asked how they make choices about suppliers. “The lengthening of […]
It’s not often I get to combine two passions of mine; business strategies and nature programmes narrated by David Attenborough. But with blue ocean strategy and Ecuadorian hummingbirds I can do exactly that. What is blue ocean strategy? Brought to life by INSEAD professors W. Chan Kim and Renée Mauborgne, blue ocean strategy is a […]
The role of emotion in B2B marketing is something we’ve talked about for a long time here at B2B International. While it’s generally accepted that, as consumers, we are more likely to buy products or brands we have an emotional connection with, the prevailing opinion is that this emotion gets ‘left at the door’ in […]