As B-to-B marketers, we put a lot of thought into the companies we are targeting. We carefully pull lists segmented by revenue, geography, job titles and industry. But the reality is, we aren’t only targeting companies and organizations; we are targeting people. And when we only think of them as companies and pound them with numbers and stats, our message inevitably gets lost in the noise. Somewhere, in the midst of all of our campaigns and programs, we have lost an important component of the marketing message: emotion.

Continue reading “Telling a Great Story – Putting the Emotion Back Into Marketing” →