B2B marketers need to objectively observe their customers to spot nonverbal or contextual cues that reveal underlying emotions.
John Watton, EMEA Marketing Director, Adobe
We need more emotional context in B2B marketing and communications, which is why we always strive for making business-to-business, person-to-person. The quote comes from an outstanding article that presents the case for more emotion and personalization. The read is worth your time: http://www.cmo.com/articles/2015/3/9/b2b_marketing_scienc.html?scid=social43586006&adbid=585793017581187073&adbpl=tw&adbpr=46768880