B2Beings.

No matter how important the title may sound, Global Executive Vice Presidents of Amalgamated World Products are just people.

They put their shirt on one arm at a time. They probably have a dog or cat. They receive way too many emails. They worry about the Swine Flu. They feel information-overloaded, time-deprived, and the limitations of not knowing everything about everything, like the rest of us.

They’re human beings.

In B2B, listing a product’s features and benefits is easy. Connecting to the decision-maker’s emotional reasons for making a purchase decision isn’t.

But nothing valuable ever is.

It’s good to remember that B2B marketing isn’t really so different from B2C marketing. Our target --- a person --- just has a larger budget to work with.