Connecting with Your Audience: How to Bring Emotion into B2B Tech Marketing

Dear marketers, how are you?

In the world of B2B tech marketing, it can be easy to get caught up in the technical details and forget that your audience is made up of real people with emotions and needs. However, by bringing emotion into your marketing efforts, you can create a deeper connection with your audience and differentiate your company from competitors. In this article, we'll explore strategies for bringing emotion into B2B tech marketing and share examples of companies that have successfully connected with their audience on an emotional level.

Know Your Audience

The first step in bringing emotion into B2B tech marketing is to know your audience. You need to understand their pain points, desires, and motivations in order to create messaging that resonates with them emotionally. This means doing your research, talking to your customers, and using data to inform your marketing strategy.

Case study

For example, Dropbox's "Work in Progress" campaign is a great example of a company that knows its audience. The campaign focuses on the emotional journey of creative professionals and the ups and downs they face in their work, highlighting how Dropbox can help make the process easier and more collaborative.

Tell a Story

One of the most effective ways to bring emotion into B2B tech marketing is through storytelling. By telling a story that resonates with your audience, you can create an emotional connection and differentiate your company from competitors. Your story should be authentic, relatable, and focused on the needs of your audience.

Case study

Salesforce's "Equality for All" campaign is an excellent example of storytelling in B2B tech marketing. The campaign focuses on the stories of real people who have been impacted by inequality and highlights how Salesforce is working to create a more equitable world through technology.

Use Visuals

Visuals are a powerful way to bring emotion into B2B tech marketing. They can help create an emotional connection with your audience and make your messaging more memorable. When using visuals, be sure to choose images and videos that are authentic, relatable, and relevant to your audience.

Case study

HubSpot's "Grow Better" campaign is an excellent example of using visuals in B2B tech marketing. The campaign features a series of videos that showcase real companies and their growth journeys, highlighting the emotional ups and downs of building a business and how HubSpot can help.

Use Language That Resonates

The language you use in your marketing messaging can also have a significant impact on the emotional connection you create with your audience. Use language that resonates with your audience and speaks to their needs and desires. Avoid using technical jargon or language that is overly complex.

Case study

Adobe's "Creativity for All" campaign is a great example of using language that resonates with the audience. The campaign focuses on the emotional benefits of creativity, highlighting how Adobe can help people express themselves and bring their ideas to life.

In conclusion, bringing emotion into B2B tech marketing can be a powerful way to connect with your audience and differentiate your company from competitors. By knowing your audience, telling a story, using visuals, and using language that resonates, you can create an emotional connection that drives engagement and builds loyalty. With the right approach, you can make your marketing efforts more effective and impactful than ever before.

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