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B2B Marketing Ignite USA 2022

June 1 - 3 | Chicago

Event Details

If you are serious about using your marketing to drive business growth, upskilling yourself and your team, getting inspiration, and unlocking the key to marketing transformation, Ignite USA is the only place you need to be.

We’re bringing you an unmissable line-up of speakers and a unique ‘tailor-your-own-agenda’ format.

Learn from innovating and inspirational leaders from across the US and the globe. They will be at Ignite USA with the mission to give you fresh thinking and the opportunity to reset your marketing.

Fill out the form to watch our session on demand.


Our Sessions

Date/Time: 2:55pm, June 1

What factors influence the decisions of B2B buyers? How important is emotion in driving buyer behavior? In working for the world’s leading B2B organizations, we have found that, to this day, there exists a prevailing misconception that B2B buying decisions are driven chiefly by rational thought. But is this really the case? In the race for the finishing line, what truly makes the difference between bringing home gold and falling at the last hurdle? Are B2B buying decisions driven by emotional or rational thinking?

In this session we’ll answer the question…Head or Heart? How important is it to create a humanly relevant connection with customers? We’ll share the data and a “4 Steps of Emotional Engagement” framework B2B brands can leverage to win.


Chris Hill

Head of Client Experience

Wendy Joice-Denhard

Research Director