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:
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: