Emotion in B2B Marketing: Really?

Admit it! Emotional appeal is definitely NOT one of the first things you think about when you think B2B marketing. B2B purchasers, executives, and decision makers are supposed to make entirely rational choices, right? Yet, as fellow humans, we know that business decisions and buying decisions are seldom made in an emotional vacuum. Consider Google's question of 3,000 B2B buyers about whether they perceived a 'real' difference between suppliers such that they valued it enough to pay a premium. 'NO' was the answer from 86% of participants. That means that your company's offering REALLY isn't different from that your competitors provides, in the mind of your customers! Let that sink in for a moment. When it does, you will understand the importance of a positive emotional connection, the establishment of trust, and how important it is to share a sense of empathy with your client.

Clearly, emotions play an important part in the decision making process. B2B buying is fraught with the anxieties about a product or service not working out, or just making the wrong decision. Alternatively, there is the positive emotional appeal, too. For example, could a smart choice by the B2B customer be an opportunity to shine? Perhaps resulting from improved efficiency, business growth, or a better personal brand image within the company, or with the top executives? Dan Hill's book Emotionomics points out that

the emotional part of the brain can process information in one fifth the time of rational brain.

Dan's point is that the emotional brain is always active, and it is processing information faster than the rational brain. That chatter never stops. So, even in the decisions we think are entirely rational ones, there is always an emotional element to it, with the business decision maker. Ignore emotional marketing, at your own peril.

Next, how do we better use emotional connections for our B2B brands, content marketing, and marketing campaigns?

Emotions in B2B Purchase Decisions

The power of emotion is clear from the results of a survey The Good Relations Group published:

• 93% highlighted the importance of working with an honest vendor
• 91% bought products and services based on personal recommendations
• 73% are swayed toward a purchase based on a strong brand perception

Further yet, the B2B Institute's study showing that:

B2B marketing appealing to emotions rather than rational aspects alone, are

7x more effective at driving long-term sales, revenue and profits.

Finally, Google's research into emotion in B2B digital marketing is surprising, too. Counterintuitively, Google found that B2B prospects are more emotionally invested in products or services than B2C (consumer) customers. They concluded that inherent personal rewards for B2B participants to be a significant persuasive factor.

"B2B purchasers are almost 50% more likely to buy a product or service when they see personal value - such as the opportunity for career advancement or confidence and pride in their choice - in their business purchase decision. They are 8x more likely to pay a premium for comparable products and services when personal value is present." Google Research

3 Personal Values are Key

To create emotion inducing content for the B2B customer experience, consider the following emotional elements.

Professional Benefits such as earning a promotion for a sound business choice, is the first key. Every professional wants to make the right decisions on purchases for their company. Speak to the notion that buying your brand will lead to business improvements. This will directly or indirectly help build the case for a promotion for the decision maker. Marketing along these lines, will engage the decision maker's emotional brain in a positive direction regarding your brand. It speaks directly to one of the thoughts and concerns of many managers in the B2B landscape.

Social Benefit, like popularity, is the second key. Content for this benefit should focus on how peers will recognize a smart choice. In the mind of the decision maker, this success, may entice peers to ask them to advise on other projects, as well (based on their solid business judgement). Conversely, it may be a matter of emphasizing the avoidance of social disgraces. Think along the lines of helping the decision maker avoid the loss of credibility, embarrassment of a failed project, time wasted, and even the potential of getting fired - from a poorly chosen vendor, product, or solution.

A good example of the second key, is the quip from the 1970's, ingrained within the psyche of many CIOs: "nobody ever got fired for choosing an IBM." Surely, this was coined by a marketer seeking to pull at the emotional chords of corporate decision makers.

An interesting example of a social benefit is a sense of having insider information, that most others simply do not have. It is well articulated in the HP viral marketing case study of the HyPe Gallery, in Toronto. The important note being that social benefit can come in many forms for the B2B customer.

Emotional Benefits rounds out the third key to emotions in B2B marketing. This third element speaks to the added confidence the decision maker will have personally, and with their boss or board; by choosing well (to choose your brand). Play up the idea that making the right choice is to choose your brand, and this can be done with full confidence. Not only will it boost the confidence the company has in the decision maker (good ego boost), but in their team or department, as well.

Proviso

Remember, there is no place for arrogance, conceit, or condescension in your messaging. Regardless of how well you know the subject, no client ever wants have that feeling that someon is 'talking down' to them. Read more in the post: "Intellectual Humility in Marketing: Is it Needed?"

Emotions in B2B?

Clearly, there a place for emotion in B2B marketing. However, this is not an easy to do well. It must not come across in your work, as too great an effort to find an unnatural emotional appeal. But done well, adding emotional appeal to your content will bolster your efforts. As shown in the earlier stats, it can dramatically improve business results.

"Given the choice between several options, people tend to prefer the one that comes to mind most easily."

Binet & Field, B2B Institute

Recall that the information that comes to mind most quickly comes from the emotional side of your brain. As such, adding emotional appeals to your marketing, will have a positive impact. Just don't make it too obvious, as to seem manipulative. Don't make it sappy, unless humor is your appeal! Then please share your thoughts with me, on your success - and the promotions you have wrought ;-).

Emotions in B2B marketing; yes there is a place for it, when done well!