Psychology has always been a great foundational discipline for marketing. Tara Hunt did a great job recently of bringing them together in her slide deck "happiness as your business model" - see it here discussed in relation to the Maslow hierarchy of needs or here with associated discussion on B2B. In the latter, Paul Marsden suggests that, if your B2B industry is characteristically poor at customer service, then you can really differentiate by making it your business to make your customers happy. Ask yourself:

1. How do we help clients be more autonomous?
2. How do we help clients be more competent?
3. How do we help clients interact with each other?
4. How do we help clients boost self-esteem?

Now we are talking. Here's to really bankable benefits of Web 2.0.