Why Emotion is as Powerful as Logic in B2B Marketing

Why Emotion is as Powerful as Logic in B2B Marketing

The influence of emotion in storytelling is often underrated when it comes to B2B marketing. Yet according to a research report by Google and CEB Global, B2B decision-making is even more emotion-based than B2C. Which means that B2B campaigns that use emotional...
What A/B Testing Has in Common with the Scientific Method & How to Avoid the Most Common Mistakes

What A/B Testing Has in Common with the Scientific Method & How to Avoid the Most Common Mistakes

Many business leaders notice that their landing pages aren’t performing well, but they don’t know why. And if you don’t know what’s wrong, it’s impossible to fix it. Enter A/B Testing. A/B testing (also known as split testing or bucket testing) is a way to compare two...