Why emotion is the most underrated tool in B2B marketing

What this essentially means is that ads that go for the gut and arouse an emotional response are far more likely to lead to greater sales than ads that are simply factual. Emotional marketing works on consumers because, as numerous studies have found, emotions play an enormous role on how people make decisions – including buying decisions – in everyday life, and this is not limited to positive emotions. When marketing or advertising to large swathes of consumers, it is often only through the creation of emotionally engaging campaigns that brands can differentiate themselves and their products. The reason being, of course, is that it is within B2C that emotional marketing (also known as emotional advertising) finds its most natural home.

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"I think that the strategies and tactics to make an impact on people's decisions lay in the same places for B2C and B2B. B2B marketers should use emotional marketing if it makes sense for their entire strategy." At the same time, however, she believes that emotions and logic work in parallel. With emotion playing a heightened role in how people respond to marketing, there’s never been a better time to incorporate an understanding of emotion into how we plan it. In the current situation, brands can demonstrate their understanding of what motivates people by referencing the past in a similar way.

Social Proof  (Testimonials, Case Studies, Influencers)

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But there is more to emotional marketing than simply playing touching music behind a video of puppies or covering your marketing materials with confetti and party hats. “The stakes are high and so are the investments; the buyer’s reputation, trustworthiness, and potentially future success are all on the line.” This approach, aptly called emotional marketing, uses emotional considerations to guide your marketing efforts and increases the likelihood of successful conversions and long-term relationships.

• Think about it – if you’re buying a TV and it turns out to be a bad choice, it’s no big deal; you can return it or live with it.
• A guideline for thinking about how your customer experience will change in the face of COVID-19.
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• And even B2C brands like Red Bull, famous for energizing audiences through adrenaline-filled storytelling while rarely showing their actual product, offer lessons for B2B marketers trying to humanize their own narratives.

Emotional marketing examples from B2B companies

Use case studies that show how others feel when they use your solution as well as differentiating features and benefits to help remove confusion or choice paralysis. Tailor your emotional marketing accordingly. • What supports or refutes the initial emotional decision? As B2B marketers, we rely heavily on data. You start by thinking about the emotions your customer goes through when considering your product. Your SaaS product, your outsourcing company, your ERP system are as dry as a bone.

It’s one more way that emotional marketing grows profitability. But if they step it up to the next level and form really meaningful connections with consumers, that’s when you start to build emotional loyalty. For instance, user-generated content (UGC) on social media sparks emotional engagement, fueling word of mouth.

Google’s “Year in Search” Videos

This is particularly crucial for B2B agencies that aim to deeply understand and connect with their targeted audience. In B2B marketing, demonstrating empathy towards the challenges and needs of a business can foster a strong, trust-based relationship between a marketer and client. Empathy, the ability to understand and share the feelings of another, is fundamental in establishing trust. Understanding and leveraging emotional transmission can significantly enhance the effectiveness of B2B marketing strategies. It writes, analyzes, predicts, and automates—so much so that most marketers… As the year winds down, most B2B marketers are busy wrapping up campaigns and closing…

The most recent major study into the role of emotion in B2B buying was carried out by Google, Gartner and Motista in 2013 and involved surveying 3,000 B2B buyers across multiple industries. When a piece of content or brand advertising produces such effects, we know that it’s generating intense and influential memories that could dispose the person feeling those emotions to buy the brand in question. That’s because it’s very easy to confuse the influence of emotion with the state of feeling emotional. Those campaigns, especially those aired during the COVID-19 pandemic, focused on learning, connection, and adaptability, demonstrating how Microsoft tools empowered people in challenging times. Those results reinforce the idea that emotional connection is not only valuable in consumer contexts but also essential for building confidence in complex, high-stakes B2B relationships.