Why an emotional appeal is especially important in the B2B world

09/30/2013 | MediaPost Communications

Emotional connections can improve relationships with customers and these are significantly more "intense" for business-to-business relationships, according to a report from the Corporate Executive Board. The connection's intensity means B2B marketers and companies must meet customers on emotional and personal levels to adequately meet customer needs and demands, said Karl Schmidt, head of CEB's chief marketing officer practice.

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