The latest episode of Uncensored CMO emphasizes the urgent need for B2B marketing to break free from dull, rational messaging. Host Jon Evans and guests highlight how most B2B ads fail to connect emotionally with potential customers, with 95% of buyers not in the market at any time. CMO Colin Fleming advocates for bold, creative approaches that prioritize brand perception, arguing that emotional engagement is critical to long-term success and that business buyers are human too, not just data-driven decision-makers. Only by shifting focus can B2B brands avoid being 'Boring to Boring.'
B2B marketers must be the 'black sheep', adopting a bold, curious approach to challenge the emotional disconnect in their advertising strategies to stimulate brand engagement.
The shocking truth is that 95% of B2B buyers are not currently in the market, yet most campaigns still target only the 5% who are.
The prevailing B2B marketing myth that business buyers only respond to rational messages ignores their human side; emotional connections drive decisions just as much.
ServiceNow's CMO has shown that prioritizing brand engagement before an RFP is crucial since 81% of buying decisions are influenced by brand impressions.
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