B2B Buyers Rely Heavily on Personal Value Considerations

B2B brands need to consider emotion as well as reason when marketing to buyers, according to [pdf] a new study by Google, the Conference Executive Board (CEB) and Motista. That’s because the research finds perceived personal value to have twice the impact of perceived business value for buyers across a range of business outcomes. The researchers point out that B2B buying is extremely personal because purchases involve a variety of perceived personal risks – such as losing credibility, time or even a job. These emotions translate into a higher purchase likelihood among those who recognize a brand’s personal value. (more…)