More and more B2B companies are turning to experience marketing to woo business customers.

“B2B companies, especially in the technology, pharmaceutical and banking industries, are looking for ways to immerse their business clients in experiences that tell a brand story. Companies such as IBM are realizing that business clients are not emotionally inured; rather, they bring to any decision the same mix of emotional and rational qualities attributed to consumers.”

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(via GoodExperience)