Most B2B marketing seems to be targeting robots. Packed with product features, advantages and benefits, it avoids “emotional entanglements” and strictly focuses on the rationale aspect of purchasing.
But business people are human first. And humans are emotional. The way someone “feels” about your brand or even the “mood” they’re in when approached makes all the difference on how likely they are to purchase .
Upshot, a marketing agency in Chicago, released this study demonstrating rationally and with qualitative research that affecting emotions is a more effective way to influence B2B decisions.
Their major takeaways:
1. The widely held belief that B2B decision making is rational and pragmatic is wrong.
Just as in consumer marketing, the research proved that emotion is a powerful tool and deeply affects the way business decision makers react to marketing communications.
2. Effective B2B marketing should affect the target’s emotions while delivering its selling message.
Creators of marketing communications should work to inspire their audience with their creativity, be it a conference event, a web site, a sales presentation or advertising.
So, remember to engage them emotionally when your planning your next B2B marketing campaign.