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Emotions in B2B Marketing

Recently I wrote about B2C trade fairs and the fact that we should not forget how human we are. Now, I would like to bridge to B2B marketing and once again draw your attention to human emotions. Why?

I really think we tend to be too rational about B2B marketing or the way sellers and buyers interact. Triggering positive emotions and connecting customers to a brand are key elements for successful sales. Even in a B2B environment, it is important to address buyers as humans and engage them emotionally. Not every purchasing decision is driven by logic only. The power of the sub-conscious is something we will never be able to fully understand, but the way people think about something is strongly connected with the feelings they have about it.

The Power Of Emotional Engagement

The way buyers think about your brand is crucial for your success. Positive, emotional impulses strongly influence the way someone thinks about a company or a brand. This is why you should engage with your audience emotionally and allow them to have positive feelings about your product or services. Connect with potential customers and existing clients through face-to-face meetings and events or social media; listen to them, let them know you understand them. Feed them with relevant information and give them a “positive gut feeling” about your services and your expertise. Customer appreciation events are a great way of engaging existing clients and letting them know you are there for them. Sounds like a married couple? Absolutely! By triggering positive emotions, you can strengthen the connection your customers have to your brand – especially if you are likely to have a long business relationship with them over years. Like a married couple.

It’s All About Trust

Do people consider you reliable? Do they trust you? According to the Oxford Diaries, trust is the “firm belief in the reliability, truth, or ability of someone or something.”

And it is the basis of a healthy business partnership.

Especially if a buyer is about to make a large investment, trust plays a crucial role. A study by The Good Relations Group revealed that technology buyers are especially willing to buy when they have the feeling they work with an honest vendor or when a company was personally recommended to them.

However, building trust and establishing a good reputation also takes time. It may be the result of a consistent corporate identity, extensive PR activities and sponsorships or valuable content on the web. The better you engage your audience, the more likely they will share your stories and “infect” others with their positive feelings. Client case studies are an excellent tool to build trust and reassure potential buyers you are the right business partner for them.

What do you think about emotional marketing in a business to business environment? I’d love to hear your thoughts, feedback or even criticism. Connect on Twitter or contact me via email! This email address is being protected from spambots. You need JavaScript enabled to view it.

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