B2B marketing – Let’s get emotional and creative

LinkedIn’s B2B Institute report, “The B2B Effectiveness Code,” shows that 95% of B2B buyers are not currently in the market for many of the products or services available. However, much of the marketing done today is designed only to capture the demand of those seeking a solution right now. Of only 5%! Is it a wonder then that we tend to be disappointed in the results we see from short-term campaigns and programs?