It was refreshing to step away from the desks and head to London for the B2B Marketing Ignite 2018 event earlier this week.  It was immense, with streams of eight sessions running back-to-back throughout the day.

From the keynote rousing speech of Rory Sutherland (Ogilvy fame), to an equally wonderful, yet slightly more understated talk on applying ABM principles to content from Julie Wisdom at Alias Partner, it is clear that there is a massive shift underway in our industry but it is not going to happen overnight.

So much great content was sprinkled across the event, and the word on everyone’s lips? Human emotion (ok, so that’s two words but you get my point).

It’s not a new concept, it’s one of those glaringly obvious traits that’s always there, underlying each and every purchase decision, but it was definitely at the forefront of all the seminars.

Understanding the needs, wants and desires of your customers or partners, way beyond technology, is just the beginning of the journey. You need to be able to connect that to what you can do for them, and tell it in a way that feels both personalised and relevant to them. And you need compelling, intelligent content that tells that story in a unique and eye-catching way, hitting the right buttons, at the right time through your buyer’s journey.

So, to the person who said “B2B buyers are predictable as they don’t buy on emotion”. I don’t mean to be rude but I think you are wrong. And I think there is a huge bunch of very talented B2B marketers and agencies out there that would agree with me. Which is the best leap forward for our industry.

Hilary Salzman

Director & Head of Value Proposition Development