As a marketer for both B2B and B2C clients, Riger found this research enlightening:

* Shaping your audience’s emotive response (how a product or service makes them FEEL) is a critical element to every marketing campaign, regardless of its industry category.

* Conventional wisdom tells us that B2B and B2C buying choices spring from different decision-making processes. However, upon closer inspection, it turns out both types of purchases stem from that SAME sense of confidence: that feeling that the purchaser is simply making the right choice.

* In B2B materials, marketers typically list their reasons for potential customers/clients to choose them among a pack of their competitors, but it turns out people don’t necessarily respond to pure information. They need the winning combination of logic and emotional intelligence to form their buying decision.

So, how do YOUR marketing materials cater to your customer’s gut instinct?