Great talk about B2B buyers by Ogilvy’s Rory Sutherland at B2B Marketing’s Ignite event. The keynote presentation ‘Think you understand your buyers? Thing again.’ was probably the stand out content of the day. For CMFG one piece really stood out when he was discussing the difference between B2B and B2C buyers which he beautifully summarised as;
‘B2C buyers are trying to avoid regret, B2B buyers are trying to avoid blame.’
If you keep that pretty much front of mind throughout your planning and creative stages for any brand, you’re not going to go too far wrong. See the full presentation at: https://www.b2bmarketing.net/en-gb/resources/features/ignite-2018-keynote-1-rory-sutherland-think-you-understand-your-buyers-think Its worth the investment.