Every decision people make is emotional. Mathematicians, engineers, even moguls may say they make business decisions on data – but even these disciplined thinkers can’t stop their emotions interfering with their decision making. Data gathering and deciphering can help us explain our decision but they really only prop up the emotional decision we are making.Continue reading “Why B2B is really B2C – emotions included”
Category Archives: Customer engagement
Why marketing is like industrious and pro-active insurance
Business insurance is for those unexpected or ‘just in case’ events. You pay a large premium to cover you for the things that might happen. B2B Marketing is different to insurance. Marketing is pro-active, industriously working to insure you against the things that most businesses know are very likely to happen. Most businesses know they may be very busyContinue reading “Why marketing is like industrious and pro-active insurance”
Even engineers and civil contractors have needs and feelings
Making your customers lives easier is as simple as asking what they need, feel and want. What they need (have to do) and feel (concerns and frustrations) leads to what they want (solutions). Lets put that theory into practice. Below is 2 examples a pipe supplier could apply for Civil Contractors. Civil Contractors Challenge: Avoidance of risk Need: To minimise their risk and don’t wantContinue reading “Even engineers and civil contractors have needs and feelings”
Are you romancing your customers?
Today I want to talk about words marketers use a lot – Customer Engagement. So what is customer engagement? The truth is good customer engagement is all about romance. I like to ask my clients “are you romancing your customers or treating them like a one time, online hook up?” A good customer romance includes regular and meaningfulContinue reading “Are you romancing your customers?”