January 09, 2019 | (3:00pm)
USA (United States of America)
There are many powerful tech tools at B2B marketers' disposal, but success is less about these vehicles and more about the message that's delivered. While there are many rational elements involved in a business relationship, "feelings" ultimately drive B2B decisions. To better understand what feelings, at what moments, create success, gyro and the Financial Times Commercial Insight Group polled hundreds of global FT readers. What they found is that, especially during these uncertain times, businesses want to feel certain key feelings like confident optimism. These key feelings are driven by a number of factors that can differ by region. This session will explore the key feelings that drive the business forward and how B2B marketers and their agencies can tap into these powerful feelings.