The LinkedIn B2B Intelligence Hub

By applying this understanding to product marketing, we can significantly improve our results. We’ve spent hundreds of years working to understand how consumers’ brains operate. Your messaging, positioning, copy, campaign targeting, and overall marketing effectiveness – all of it relies on that foundational understanding of the customer. If you, as a product marketer, don’t have a deep understanding of the customer, everything else you do is on shaky ground. By understanding the role of emotions in decision-making, you can craft a more effective marketing strategy that resonates with your audience on a deeper level. A helpful framework for understanding emotional factors in B2B buying decisions is the B2B Elements of Value Pyramid .

Follow frameworks outlined in how to do emotional marketing effectively to ensure your campaigns align with audience values and brand identity. Successfully implementing emotional marketing requires careful planning and authentic execution. While emotional marketing is powerful, it comes with ethical responsibilities. Their campaigns address issues like climate change, racial equity, and LGBTQ+ rights. Users eagerly share their music statistics on social media, creating viral marketing moments.

Ajinkya Pawar discusses how the changing advertising landscape has forced agencies to change their business models, and why the successful agency… Mobile apps will continue to play a major role in our fully-connected future, just not in the way we've come to expect. The future is still bright for big brands, provided they provide value and make our lives more simple. For your brand to be successful you need to understand what people want and then ensure they get it in the manner they expect. John Seifert spoke with Rob Reiss for a wide-ranging chat on Ogilvy's Next Chapter, including what he learned from David Ogilvy. "7 Lessons from Established Online Video Viewers" demonstrates that a new way of thinking is required to reach the deeply established viewers.

How to build an emotional marketing strategy as an SMB

By focusing on emotional connections, storytelling and sharing unique perspectives, B2B marketers can create ads that perform better and drive more engagement on LinkedIn.” Marketing Manager at LinkedIn, on why 91% of marketers are satisfied with their jobs, yet 55% are open to new opportunities. Combining this collaborative specialization with a base level of technical know-how is the winning combination for today’s marketers.

Emotional Marketing Along The Funnel

• This year, we’ve broken down 6 elements of winning game play and what we can learn from them.
• New research from Ogilvy Consulting and NewtonX explores how companies can utilize the power of brand to capitalize on mergers & acquisitions.
• Effective campaigns integrate emotion and reason—connecting with the audience’s aspirations while clearly demonstrating the practical benefits, cost savings, or measurable outcomes of your solution.
• If you’re looking to create an emotional marketing strategy, creating emotional stories could be a great starting point.

In fact, the same company can run B2B and B2C marketing campaigns simultaneously. I tapped into my audience’s emotions when buying shoes and created a visual story to help them understand the benefits. I’ve understood that B2C marketing targets consumers like you and me and relies on emotional decision-making to drive purchases. We created content addressing these business owners’ pain points and published reports to help them understand customer sentiment. B2B and B2C marketing differ primarily in terms of their audiences and how they communicate to them.

The average B2C brand has an emotional connection with between 10% and 40% of consumers; in the study seven out of nine B2B brands had emotional connections with more than 50% of their customers. And even B2C brands like Red Bull, famous for energizing audiences through adrenaline-filled storytelling while rarely showing their actual product, offer lessons for B2B marketers trying to humanize their own narratives. emotionales b2b marketing Then, they must translate their new buyer understanding into a brand that conveys not only what the business does but why it does it. A study from Google and the CEB Marketing Leadership Council found that “B2B customers are significantly more emotionally connected to their vendors and service providers than consumers.”

Learn More About B2B Emotional Content

If you don’t want that, change your copy to appeal to one of the more positive emotions like trust. For example, if you’re an enterprise antivirus solution provider, you might find that your website’s copy inspires a lot of fear in your readers. If you wish to repeat De Beers success, a key area to work on when building your emotional marketing strategy is your website’s copy and the copy of all your brand communications including your ads. If you’re looking to create an emotional marketing strategy, creating emotional stories could be a great starting point.

Traditional B2B marketing often portrays companies as flawless and all-knowing, which can feel distant or impersonal to potential clients. Smart B2B marketers recognize these emotional undercurrents and craft messages that address both the business need and the human experience behind it. The most successful B2B brands understand that behind every corporate purchase decision sits a human being with fears, aspirations, and personal stakes in the outcome. While rational arguments about ROI and efficiency remain important, companies that tap into emotional connections are seeing dramatically higher engagement rates, shorter sales cycles, and stronger customer loyalty.

A recent study by Zoovu and Forrester found that 73% of B2B buyers expect the same convenience in buying business solutions as in personal (B2C) shopping. A 2022 Demand Gen Report found that 89% of B2B buyers consider peer testimonials and user reviews as essential resources when researching potential solutions. However, it’s a mistake to compare consumers and B2B purchasers in black and white terms, thinking of consumers as emotional and B2B buyers as logical.

Build your own list as you research, then you can narrow your focus as you learn which emotions are most common. Once you understand these kinds of emotions, you can create messaging that reflects them. Let’s say you run a software company and see customers using phrases like “it saved me from the stress of…” or “it gives me more time to…”. Start by learning what really matters to your target audience.