Appeal to B2B emotions.
Traditional B2B branding and marketing tends to take a more logical approach, sticking to the safety of businesslike messaging. While certain emotions targeted at individual lifestyles do work better for B2C audiences, you can still pull at the heartstrings in the B2B world.
Research from Google and CEB’s Marketing Leadership Council supports emotional connections in B2B marketing, including two promising statistics:
- 50 percent of B2B buyers are more likely to buy if they experience an emotional connection with the brand.
- B2Bs are nearly 50 percent more likely to buy a product or service that provides personal value.
The trick is to pick up on the emotions that are most likely to sway B2B buyers. Feelings of trust, credibility, dependability, positive results, and partnership tend to sit well with B2B audiences. They’re responsible for making important decisions for an entire company—so their main concern is whether their decisions will improve business efficiency and success. And they also want to make confident decisions that lead to personal career advancement or successful partnerships.
Key takeaway: B2B decision-makers are just as emotional as consumer buyers. You just have to tap the right set of emotions.