There’s rightly lots of debate and discussion around the use of emotion in modern B2B marketing right now. For many (in and outside the marketing department) it seems too woolly or fluffy a subject and not in keeping with the professional, formal edge of the modern business world.
But for me it is entirely appropriate, maybe even essential, and now plays a large part in the creative process we go through with any work at Junction. Be that the selection of channel, language and tone, or the call to action type. Read more