How Emotions Impact B2B.

Upshot_redballSMALL

Proving the Value of Emotion in B2B Marketing Communications

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.  

A Brand Needs a Story

Once Upon a Time

Stories are important to brands. And, years ago, I learned just how important.

I worked for a company whose name was always being mispronounced. Every new prospect would mispronounce our name and even many of our longtime clients would get it wrong. We were in the business of putting together communications campaigns and promotions branded in the client’s name. So, just how important was it for them to get our name right?  Most people at the company just laughed about it and didn’t seem to care what they called us as long as the checks cleared. But for some reason it always annoyed me.

So, I took to telling a little story about the company when I’d meet people for the first time. The firm actually started as a watch shop.  The family was Swiss and would import watch parts into the US from the old country.   They would assemble the watches and sell them in their shop. They’d been doing this for about 35 years when the depression came along and practically no one could afford their watches.  In desperation, one of the founder’s sons starting taking his watches from company to company and sold them as employee retirement gifts. That’s how the tradition of giving an expensive watch as a retirement gift began… a desperate man trying to figure out a way to sell his wares.

In telling the story, I’d say the family name three times.  Afterwards, something amazing happened.  The people who heard the story would always pronounce the company name correctly, and they always remembered the story practically verbatim.  It even got the point where people would introduce me to their colleagues and tell the retirement watch story for me.

That’s what taught me just how important a story is to a brand.  If you’re just a name, why get it right?  But, if there’s an engaging story behind the name, it elevates the brand to almost mythical proportions.

What’s your brand’s engaging story?

Story Sells

Stories at Work

Re-blogged from LinkedIn:   Story Sells 

In the virtual world, we may search for a product, but remember we stay for the stories.

I’m always looking for insightful ways business engage their customers. and thought this insight from Mr. Hiroshi Mikitani, Chairman & CEO of Rakuten holds a lesson for all B2B Marketers.

He recently blogged about  a Japanese fabric company experiencing enormous success by telling the company story rather than simply focusing on products.   I encourage you to check it out.

Rakuten is the largest e-commerce company in Japan, and third largest e-commerce marketplace company worldwide.

Storytelling engages and sells all around the globe!!!!