Gone are the days where B2B marketing was all about rationale as well as numbers. More than ever before, business customers are looking for partners who they can build a meaningful relationship with, not just a transactional vendor-customer plan. In fact, it’s been shown that B2B marketing initiatives which tap into people’s emotions are seven times more successful at driving long-term relationships as opposed to purely rational messaging.
This shift is only augmented by today’s rapid digital transformation. As 70% of buying decisions are now made through various brand interactions prior to the customer getting on a call. It’s essential to build trust, respect as well as cultivate a meaningful partnership from the beginning.
The fantastic news is that B2B marketers can create meaningful experiences with prospective customers by championing the power of both data and creativity.
Leverage The ‘Emotional Motivators’
Whether you’re in B2C or B2B, emotions and feeling are still the number one factor driving buying decisions. Don’t believe us? Research which was conducted by Les Binet and Peter Field for the B2B Institute demonstrates that B2B strategies which appeal to emotions are seven times more effective at driving long-term sales, profits as well as revenue than rational messaging.
Individuals purchase with emotions and clarify with logic. Leveraging the strength of emotions in your marketing can assist your brand stand out, generating new connections with your audience as well as providing your marketing team with a new dimension in order to enrich the marketing success formula.
However how exactly are marketers able to craft messaging and campaigns which speak to the heart of their audience? The phenomenal news is that it’s possible to target the feelings which drive customers’ behaviours. In a study that was conducted across hundreds of brands in dozens of categories, Harvard Business Review calls them “emotional motivators” and defines their importance as a fundamental way for a firm to gauge its customers’ future value.