The Importance of Emotion in B2B Marketing

B2B marketing has always worked on the premise that decision making was based on rationale and emotional decision-making was solely for the B2C market. However, research shows that this premise could be far from the truth when it comes to effective B2B marketing. It suggest that decision makers could interact and engage on a deeper level when we take a more humanised and emotional approach to building a brand.

Emotional B2B marketing - Exclusivity


Emotion and reason are not two sides of a coin, they are in fact two human traits that work in conjunction when it comes to making a decision, whether that is purchasing a new pair of trainers or deciding on the right agency to bring on board to propel your business forward. 

In this blog we are going to look at 5 effective techniques to incorporate emotion in to your B2B marketing.

5 effective techniques to incorporate emotion in to your B2B marketing


1)    Sell the ‘How’


Stop focussing on why your product is the best thing since sliced bread, as a consumer or decision-maker they will be well aware of the key features or the services your company provides. Focus more on the solution, how is purchasing your product or service going to benefit them?

Demonstrate your product, show examples of solutions solved for previous clients. If the purchaser can visually see the product solving a problem they have there will be a stronger emotional connection and the perceived value will be much higher.

2)    Be likeable as a Brand


This one is very simple, people are much more likely to work with or purchase from people and companies they like and have had a positive engagement with.

Ask yourself the question, in a situation where you haven’t had a positive engagement with someone trying to sell you something, did it have an impact on your decision-making process?

I think we can all pretty much say yes.

3)    Promote Exclusivity


Everyone wants to feel important, whether that is at work, at home or in your social group. As human beings we have a burning desire to be important, like we are part of an exclusive group that is not for everyone.
Creating exclusivity can be an effective method to reach more specific and targeted audience. You could use exclusive phrases like “We’re not for everyone” or “Only 100 clients can join”.

4)    Introduce fear and doubt


Fear, uncertainty and doubt, 3 of the strongest emotions to affect decision-making. They draw on our natural instinct to survive and are therefore extremely effective when it comes to your B2B marketing.

This approach will obviously not be for every brand, so consider whether inciting fear, uncertainty and doubt is relevant to your brand and will help achieve your goals.

The World Wildlife Fund (WWF) are known for their clever advertising which raise awareness of environmental issues. They are a great example of driving action in their target audience by employing fear tactics.

5)    Tell your Story


At our core we are very emotional creatures and react to messaging that triggers emotions. Storytelling can be one of the most emotive forms of connecting with your target audience, after all people identify with individuals, not corporations.

What to do Next?


To connect emotionally with your target audience, you first need to fully understand them completely. If you’re looking to take your B2B marketing to a new level, we can help you build a profile of your target audience and explore what makes them tick, plan your campaign, implement and report on its success.

If you’re interested in having a meeting to understand how we can do this, then please get in touch at or call on 01780 757666.