These days it seems that all business value has been commoditised. That we've moved on from our customers deciding to have a relationship with us based on the fact that you have the product or service they want, at the price that's right.
We need to move to a place where our customers FEEL that by doing business with us they will be more admired in their company, have better career prospects, or that they will have more social currency with the people they do business with.
The are deep emotional triggers that can unlock huge value for both us and our customers. If you really start to analyse it, emotion has an even bigger effect in B2B marketing than it does in B2C marketing