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What CEOs Should Look for in a B2B Manufacturing CMO: Part 2
In my previous post, we discussed the importance of hiring a CMO who understands the buying process. Someone who can identify the customer’s pain points and what they need to move forward at each stage of the buying process. Now, let’s consider the role of emotion in influencing the buyers’ decision and how that applies.
Appealing to Emotions
Although it’s easy to think otherwise, emotions play a role in both B2B and B2C marketing. And, yes, that even applies to industrial buyers! When industrial buyers won’t take a risk, that can be an emotional decision.
They don’t want to risk the consequences that come with a bad decision—being viewed poorly in their job, adding even more tasks to an already full workload, or even losing their job by going with the lesser-known alternative. After all, haven’t we all heard that “nobody ever got fired for choosing IBM?”
Can Your Product Be Easily Replaced?
Sun, Aug 12, 2012 — Have You Heard of Wally Pipp? Pipp was the first baseman for the New York Yankees in 1925. Folklore has it that on June 2 he asked to sit out the game because of a headache. The coach substituted Lou Gehrig, and that was the beginning of Gehrig’s streak of 2,130 consecutive games. What would happen to your product if it was replaced by a competitor, or worse, from another industry altogether?