You are here

Emotion in B2B: Put the feeling back in to your marketing

How to inject emotion into your B2B marketing campaigns

B2B marketing is getting emotional. By ‘emotional’ I don’t mean brands have got overly sensitive or loved-up. The overwhelming majority of marketers are beginning to understand the psychological process behind B2B purchases, and the role emotion plays in it. Simply, B2B buying is not just driven by logic, facts or testing but also by the emotional connection brands create with their customers.

“There’s probably a lot more emotion in our working day than we’d care to admit,” says Dorothy Mead, chief acquisition officer at Blur Group. “Marketers should acknowledge that. Humans have personal goals and objectives as well as business ones.”