Why is B2B marketing so irrational? Buyers have feelings too

ANA Business Marketing Practice’s Sonia David and Bill Zengel, explore how leading B2B marketers are using emotion, purpose and problem solving to reach a new generation of business buyers.

Rethinking B2B marketing

This article is part of a series of articles from the WARC Guide to rethinking B2B marketing. Read more.

Emotion has worked as a powerful tool of engagement in consumer marketing for decades. “Just Do It”, “America Runs on Dunkin’”,...