Siemens' new ad campaign tells how it's helping firms innovate, cut costs

The campaign required stitching three different stories from respective verticals to bind a common purpose and vision

Building emotional connections with the end consumer has long been at the heart of most business-to-consumer (B2C) marketing. Things are not so simple for business-to-business (B2B) marketers. They ultimately need to reach business decision makers, who have their own set of influencers ranging from internal/cross-functional committees to outside consultants. This framework entails a certain “distance” between the marketer and his customer and assumes that decisions are more “rational” than “emotional”.

In short, a B2B marketers need to offer a strong “reason why” to the