In the B2B world, we talk about how complex the decision-making process is. Buying cycles are getting longer, more people are involved and new channels and methods need to be used to convey value.
But for Ardath Albee, one key thing is missing from this narrative: how emotional the decision-making process is for our buyers. Consider how daunting it is to research all your options, compare them and whittle down options based on specific criteria. Then, think about how arduous it is to validate the investment, go through the implementation process and measure success. At each stage, the buyer is going through an emotional journey that could put their credibility, and in some cases their jobs, at risk.
That is why as a content strategist and CEO of her firm Marketing Interactions, she’s focused on helping B2B brands tap into empathy and emotions to create more relevant content experiences. Listen to this episode to learn:
- How emotion impacts all stages of the buying journey;
- Ways emotion can be considered, and applied, in content creation; and
- The formats and experiences that can help you evolve your approach to buyer enablement.