This episode of the Marketing Mash video series features Eric’s conversation with Richard Perry, the CEO of Founded. Eric and Richard talk about major modern changes happening in the world of business, why these changes are affecting business decision making and what it all means for B2B marketers. Here are some highlights from the video:
Richard begins with calling out three major changes happening in business, of which create what he describes as a seismic shift in business decision making:
- Consumerization of business decisions – people are buying business products and services as easily as they buy items on Amazon.
- Generational changes in business – Richard says that 20% of managers in businesses are millennials. Anyone who works with a younger generation understands that their expectations are different in the workplace. From the way younger generations interact and exchange information, to the way they make decisions can be much different than older generations.
- Business has become ‘sexy’ – people want to go work in business, and they want their business to change the world. Richard says that businesspeople are hugely respected and marketing to them must include creativity that allows B2B brands to stand out.
In recognizing and understanding these major changes taking place, how do B2B marketers make the connection in marketing? Well, Richard believes that emotion is dominant in businesses, and perhaps underestimated. Richard says that by embracing the major role that creative can have in making an emotional impact in a business is important in order for brands to be more expressive. He also shares some example stories of how his agency has done just that for its clients.
Watch the video below to hear more from Richard on how B2B marketers can best navigate the changing landscape of business decision making: