It is often said that consumers buy based on emotion and business buyers make decisions based on logic.

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Consumers have more autonomy over their spending – if something makes them feel happy, excited, hungry or nostalgic it is usually their decision on whether to buy or not. Business buyers need to defend and justify their decisions. They need to be able to demonstrate the business case, value and ROI to their shareholders and employers, so take a more considered, rational approach.

But how true is this? While these assumptions are often taken as fact some studies suggest otherwise.

This eBook explores the changes in B2B buying drivers, the role of humanisation in B2B tech, and the impact this has on B2B PR and marketing strategies.

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