Toward Healthier B2B Relationships - Harvard Business Review
A new way to reduce customer churn and even expand the connection by Bryan Hochstein, Clay Voorhees, Ross Johnson, Neal McCoy and Vijay Mehrotra The costs associated with developing …
Business-to-Business Marketing | Harvard Business Impact Education
This collection features content that covers the unique challenges facing B2B marketers and the impact B2B marketing choices have on business strategy.
Emotion in thought leadership: The missing layer - FT Longitude
Explore how thought leadership emotion can influence B2B buying decisions - forming powerful connections that go beyond features and pricing.
The Evolution Of B2B Buying Behavior—And How The Experience
Apr 1, 2025 · The Key Shifts In B2B Buying Behavior Buying Committees, Not Individuals B2B technology purchases often involve 6 to 10 stakeholders, ranging from IT and finance to operations …
B2B Buyers' emotions and regulatory focus in justice and switch back ...
Feb 1, 2023 · Furthermore, a prevention focus orientation diminishes the influence of buyers' termination emotions on the perception of justice in the win back offer. Our results explicate purchasing agents' …
90% of Buyers Won’t Shortlist You Unless They Know and Trust Your …
Apr 4, 2025 · Where Most Buying Decisions Are Already Made Here’s what really stood out: Bain and Google surveyed over 1,200 U.S. B2B buyers and found that 80–90% of buyers already have a …
Consumer Psychology: Key Purchase Decision Drivers in 2025
Mar 13, 2025 · Source: Harvard Business Review Consumer Behavior Study (2023), Nielsen Consumer Trust Index (2024) 1. The Emotional Brain: Beyond Rational Choice Why It Matters Research reveals …
Tapping into the emotions behind B2B buying decisions
Nov 8, 2024 · The surprising emotional connection to B2B brands Most B2B personas crafted by product marketers focus on rational factors. However, in reality, buying decisions are usually based on …
The B2B Buying Journey: Key Stages and How to Optimize Them - Gartner
Download the Gartner guide and learn how to navigate the new B2B buying journey with confidence over the next five years.
Why Emotional Connections Matter in B2B Advocacy
Here’s the truth: B2B buyers don’t just make decisions based on logic. Emotions drive 66% of their choices, and companies that build emotional connections see 306% higher customer lifetime value. …
Why B2B is More Emotional Than B2C - stratinn.co.uk
Gartner along with research highlighted in Harvard Business Review corroborate the complexities and emotional strain inherent in B2B decision-making. Gartner’s studies reveal that on average, B2B …