These are some thoughts inspired by Rick Segal in Forbes Magazine:
B2B has ceased to be.
Death was inevitable when people began carrying their telecommunications and computing power with them. From that point “The Firm” lost its place as the organizing principle of business marketing.
If we really want to influence business decisions, from now on we have to reach and persuade the real seat of power, the individual. The customer is not a corporate entity, but an independently minded, highly connected, always-emotional human being. This individual is not only ascendant, but empowered and amplified.
Ninety percent of business decision making is emotional.
The new arena for business communications is now far bigger than the workplace. This is because work is no longer a place, but a state of mind. The connectedness of modern life sees no boundaries between work and home. It’s all part of the work-life continuum.
If we want to reach, persuade and engage business decision makers, we need to understand this “@ Work State of Mind” as completely and intimately as we can, so that we can ignite the emotions that cause decision-makers to shout, “Yes!”