This Week in Marketing: Second That Emotion

Welcome to This Week in Marketing, our new weekly newsletter designed to keep B2B marketers up to speed on what’s happening in the industry.

Each edition will cover three key areas of focus: what to read, what to watch, and what to know. We’ll highlight top trending content for marketers, new videos or shows worth checking out, and key stats or insights that can influence your strategy and planning.

We’ll always tie it together with a central theme that summarizes the vibe of marketing in the moment. Today, that theme is emotion.?

It’s a subject that is coursing through our societal consciousness, after a flare of emotions recently led to high drama at the Academy Awards. The incident served as a stark reminder of the way emotions can guide our decision-making, for good or bad.?

So it’s no wonder that creating the right kind of emotional impact continues to be a top-of-mind focus for marketers. Here’s what you should read, watch, and know about the topic this week.

What to Read

The Key To B2B Marketing Is Capturing And Conveying Emotion (Forbes): Benedikt Gentner shares three key tips for driving powerful emotional connections with your marketing.

4 Business Problems Solved by B2B Content Marketing (TopRank Marketing): “Communicating with empathy” is at the top of Joshua Nite ’s list.?

For Purpose Marketing to Work, Start With Invertising (AdWeek): Citing research that shows only 27% of employees believe their company delivers on its purpose promise, Max Lenderman argues that brands should solidify internal buy-in as a first step before trying to win hearts with a purpose-driven message.

What to Watch

The inspirational and exceptional Brené Brown sat down with the folks from TODAY to discuss “navigating emotions and how understanding complex feelings can help with decision making.” You can watch their 11-minute conversation here .?

Her new show on HBO MAX, Atlas of the Heart , is also worth a watch for those interested in diving deeper. In the trailer , she encapsulates why content marketers can play such a key role in this area: “Language is the greatest human portal that we have. Having access to the right words changes everything.”

What to Know

Happiness is one of those emotions we should always be striving to spark for our audiences. Marketing leaders might want to also take a close look at their internal audiences through this lens. Our research around the Great Reshuffle found that employee happiness dropped by 3.5% globally from September of 2020 to September of 2021.?

This helps explain why people, including marketers, are leaving their jobs at unprecedented rates , with more than 618K job departures in marketing alone last year.

Now is a more important time than ever to be mindful of your work experience and employer brand !?

To keep up with the latest B2B marketing trends, subscribe to our newsletter on LinkedIn and let us know what you think in the comments below.