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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

#BMA14

#BMA14 Takeaway: The Rise Of Humanizing Business Marketing

Last week, at the Business Marketing Association (BMA) 2014 Conference, the theme was “where b2b’s going!”  After three days, it became clearer where.  Business marketing, B2B, is crossing the chasm from cold hard facts-driven marketing to establishing emotional human connections with customers and buyers.  Driven by the evolving digital economy, we are seeing the “humanizing” of business marketing starting to emerge. I was privileged to speak on the first morning of the conference.  My focus was on understanding the modern buyer in the digital age.  Of which, I covered the need for a human-centered approach to marketing.  This approach is…

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Article by Tony Zambito
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