B2B marketing runs on emotion too
The need to make an emotional connection with the customer applies to all businesses types, including B2B. ‘But businesses don’t run on emotion’, I hear you say. Well, they do. In fact, there is often more emotion attached to a business purchasing decision than a consumer one, because people’s jobs, reputations and livelihoods are often at stake.
If you’re still sceptical, then you might want to read this great article on business2community.com. The main takeaways from Liz O’Neill’s insightful post are that emotions matter even more than logic and reasoning in B2B buying:
- Only 14% of B2B buyers perceive a real difference in B2B supplier offerings.
- Only 31% of prospective customers think B2B brands provide a personal value.
- Only 8.5% of buyers who see NO personal value will pay a higher price for a product.
- 68% of buyers who see a personal value will pay a higher price for a service.
This means forgetting about the idea that business to business marketing needs to be corporate and dry. You are far more likely to have success when you can clearly make your business stand out and demonstrate personal value to your customers.