#70 - Behavioural science in ABM with David van Schaick, CMO at The Marketing Practice and Doug Hutton, SVP, Products at Corporate Visions
FINITE: B2B Marketing Podcast for Tech, Software & SaaS
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The Dangers of Using Emotion in B2B
When we talk about emotion in B2B, we often think that can mean kind of pulling on heartstrings. But actually it's more painting a picture of what's possible or telling a story. And you're not doing it through the tricks of the same as writing great fiction. Characterisation proceeds through being specific, adding, telling details and giving people facts in a way that allows their imagination to get hold of it.
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Transcript
