The Little-Known Role that Emotion Plays in B2B Marketing
In B2B marketing, most people assume that business decisions are made by our logical mind but Harvard Business School’s Gerard Zaltman states that 95% of our decision-making takes place in the subconscious mind, which means that we make decisions using more of our subconscious than we would like to believe. Zaltman’s research shows that business leaders do use emotion when buying a service or product. It’s usually an emotion that drives or decisions with rational thoughts secondary.
Don’t Ignore Emotion in B2B Marketing
Research shows that B2B customers are more emotionally connected with their service providers than consumers. B2B purchases can be risky, complex, and expensive leaving you with high anxiety over making the right decision for your company. Emotional connection can be lost in today’s B2B marketing because the focus is on features, products, and what in the end is going to impress the team. This can make it difficult to build and form emotional bonds. It is important to recognize how you make your customers feel and build an emotional bond for a successful relationship. This will help ease the anxiety and get you both to the bottom line.
How to Build an Emotional Connection with Customers in B2B Marketing
B2B customers know the stakes are high. Competing for price is a losing strategy. Instead, focus on the value you to bring to buyers and alleviate their fears. This is what really matters with a B2B buyer. Building an emotional bond and connection with your potential buyer is a winning marketing strategy that addresses positive or negative emotions, will give you an edge to stand out and could be the deciding factor to seal the deal.
It’s important to think about how you can form that emotional connection in a B2B context. This means understanding the client’s needs, reassuring a vision and an optimistic approach with confidence. Having inspiration for the future and the value you can provide is what really matters for most B2B buyers. Keep in mind what the buyers’ concerns may be, and have empathy towards their business problems. Always remember your audience are people that have hopes, dreams, and aspirations, as well as fears. Being thoughtful shows appreciation, and will resonate with them.
Making a Connection for the Long-Term
Provide inspiration to your buyers and show a long-term vision the buyers will understand, showing that you can solve not just today’s challenges, but those of tomorrow, too. Continuing to build confidence on both sides will add value to the relationship and will not only inspire them but will appeal to their sense of pride. It can transform a business, and help the one who makes the buying decisions. They want to know there are rewards to balance any potential risks.
Focus on how your relationship with their business can ultimately transform their business, generate a personal sense of pride, and has the possibility to transform the entire industry. Demonstrate that you understand a wider business context as well as challenges faced by B2B buyers. This will help lay the groundwork for a meaningful relationship.
Emotional Connection is the Best Practice
Building an emotional connection with a potential buyer before they are considering you or what you have to offer demonstrates that your company understands the wider business context of the purchase. Laying the groundwork for a meaningful connection will pay off in the long run by attracting more potential customers and increasing customer lifetime value of existing customers.