Just like advertising, B2B creates strong emotional connections with lasting results. The Financial Times (FT) and Gyro recently published research with top decision makers specifically about what they feel, and want to feel, during key moments in a business relationship.
Moderated by The Drum's editor-in-chief, Gordon Young, join The Drum at the Radisson Blu on Wednesday 20 June, 4pm - 5pm (cocktail hour to follow) with panelists including: FT's Laura Milsted, Gyro's chief executive officer and chief creative officer Christoph Becker; global head of digital experience and marketing innovation, HP, Carmen True and Ernst & Young partner global brand and marketing, Jon Rudaizky.
“The reasons behind the choices we make aren’t easily measured. Real people are tribal and emotional,” said Becker. “There is much to learn from the honest responses that Financial Times readers shared with us.
"But one fact is certain. Now, more than ever, marketers must focus on what their customers and prospects are feeling and deliver in a way that makes them feel both confident and optimistic. Human relevance in marketing has never been more valid and more necessary.”
Global marketing director, commercial, FT said: David Buttle "Whilst a lot of attention has been given to studying the emotions associated with consumer behaviour, it is rarely considered in the world of B2B. Despite this, as the Business Feelings Index study clearly shows, emotions play an important role in business purchasing.
"Those firms that understand this and create the right emotional response will be better placed to secure and retain clients. The FT is delighted to be working with Gyro and The Drum on this event in Cannes to discuss the research and explore this important topic."
Lets shine the light on the role of emotions in B2B and how creativity helps connect and innovate.
Insights from the study undertaken by The FT and gyro, will be shared at the panel, exploring the importance of feelings for marketers seeking to drive business decisions.