#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 Difference Between Emotional and Rational Appeal in ABM Research
The research shows that the key to effective ABM is being specific. It's not about making big bold statements or trying to make people cry or laugh, it's just about adding some specific details that connect with people and perhaps allow them to paint a bit of a picture in their head. And you know, that's also true of the contrast and the quantification. They're both adding specificity. But I think it's critical for marketers when thinking about their ABM to really think about what are those drivers of both emotion and rational.
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Transcript
