by Andrea Neiman, NetLine Corporation (excerpt)

B2B marketing firm NetLine Corporation recently posted this recap of the 2018 B2B Marketing Exchange (B2BMX) conference. Among their takeaways: Brian Solis’ keynote presentation on humanizing the B2B experience. In his remarks, Solis spoke on the importance of the human factor in B2B marketing: “The human quotient goes beyond IQ and EQ. It’s the holistic representation of all human potential.”

From the article:

As Brian Solis, Principal Analyst for Altimeter Group, so poignantly said, “The human quotient goes beyond IQ and EQ. It’s the holistic representation of all human potential.” This is something I believe the DemandGen Report team understands and continues to expand yearly. Brian’s general session, “Humanizing the B2B Decision-Making Journey,” hysterically helped us understand the “human” aspects in the B2B buying experience by explaining emotive and personalized approaches. He showed us insights that demonstrate that market disruptions, or triggers, play a part in the buying journey.