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(Episode 429; 15 minutes 08) Consumer marketing is all about developing an emotive response from the prospective customer, so their decision to buy is based as much on a feel-good factor as it is about the functionality and differentiation of your product.

In the business space the decision to buy generally involves a lot more money and a wider range of people. Surely that means the decisions made are made on far more rational grounds. No room for touchy-feely stuff here!

Well, that might be right to an extent but, as Fran Brosan from UK marketing agency Omobono points out, the decision to buy or continue to buy is based on relationships. The B2B marketer plays a crucial role influencing how these relationships are developed.

Hear Fran’s views on the difference between B2B and B2C marketing in today’s BTalk podcast.

Fran is also a regular contributor to the blog at B2B Marketing Online, which is where I came across her.