Let's say I am no longer in my 20s and may have been around the block a few times. I remember writing socket connections to ancient ERP systems and the AS400. Those were the days, right? When "cutting-edge" meant not having to reboot your system every hour.
Fast forward to today, and I'm still trying to keep up with the latest trends. I recently read Ann Handley's last newsletter, where she listed several ins and outs for 2025. One that stuck out to me was Emotional B2B Marketing. I had to think for a minute. (Ok, in my case, an hour). This concept of emotional B2B marketing isn't entirely new, though. It took me back to my days at Wagento, where we launched the first Magento Commerce B2B site. During that time, I had many opportunities to learn how old-school B2B was grappling with its transition into the digital world. The mantra I heard repeatedly was that B2B sales is all about relationships, and bringing that online would never work. Sound familiar?
But here's the kicker: those relationships? They're not built on spreadsheets and ROI calculations alone. They're built on trust, understanding, and, yes, emotions. This brings me to a myth in the B2B world that's as outdated as AOL. (And dial-up internet)
We've been fed this idea that B2B decisions are all spreadsheets and logic. That's about as accurate as my first marathon time prediction. (Spoiler: I was off by an hour and turned into a whiny baby. Ouch.)
Here's a number that might surprise you: 69% of senior marketing leaders agree that B2B purchasing decisions are just as emotionally driven as B2C. The article emphasizes that effective emotional marketing goes beyond simply touching imagery or festive design elements. It's about connecting with buyers on a deeper level and addressing their emotional needs, fears, and desires.
Why? Because businesses don't make decisions. People do. And last time I checked, people aren't robots. (And robots are buying things to use yet)
Think about it: behind every purchase order, every contract, and every partnership, there's a human being making a decision. These decision-makers don't leave their emotions at the door when they enter the office. They bring their whole selves - hopes, fears, ambitions, and yes, even their preference for flavored iced tea. (Sweet or unsweetened?)
Consider this scenario: two vendors offer similar products at comparable prices. One has cultivated a relationship built on trust, responsiveness, and understanding. The other is all facts and figures. Which one do you think gets the contract? I'll give you a hint: it's not the one that sounds like they're reading from a user manual.
Even in the most data-driven organizations, decisions are influenced by factors like:
These aren't just nice-to-haves. They're the invisible forces that tip the scales when all other factors are equal. And let's be honest, in today's competitive B2B landscape. Factors are often equal.
So, while your potential clients might say they're making decisions based purely on ROI and feature sets, the reality is much more complex. They're looking for trusted partners and solutions that make them look good to their bosses and vendors who understand their pain points on a human level.
In other words, they're looking for a relationship, not just a transaction. And relationships? They're built on emotions.
Let's take a trip back to my younger days. Before the internet, before AI, before we all became slaves to our inboxes, B2B was built on relationships. It was about trust, handshakes, and maybe a round of golf. Have you ever watched (I prefer marathons but to each their own.)
Have you ever watched Mad Men?
Set in the 1960s advertising world, it brilliantly showcases how business was built on relationships. Don Draper and his team didn't just sell ads; they sold trust, understanding, and a shared vision of success. They knew their clients' hopes and fears, their dreams and insecurities. Sure, they had the data and the demographics, but their real magic lay in their ability to connect emotionally with clients and consumers. It was B2B and B2C emotional marketing before we had fancy terms for it.
These relationships extended beyond mere logic and ROI; they revolved around mutual understanding, shared experiences, and respect. In essence, they were rooted in emotion.
So, how do we bring that relationship-building magic into the digital age? Here are a few ideas:
Influencer marketing is no longer just for B2C. B2B is about leveraging trusted voices in your industry. It's like having a running buddy vouch for your favorite shoes. Their endorsement carries weight because they've put in the miles.
Here's another stat that'll knock your running shoes off: 4 in 5 B2B marketers are focusing on human-centric strategies. Why? Making customers feel understood and valued isn't just good manners; it's good business.
Now, I'm not saying we should ignore data. (I've been tempted to do that with my GPS watch during particularly tough races.) The key is to use data to inform your strategy but let emotion drive the connection.
In B2B, like in marathons, success isn't just about the numbers. It's about the journey, the relationships you build along the way, and the stories you create together.
Let's embrace both the emotional and rational aspects of B2B marketing. After all, in business, as in life, the best decisions are made with both the head and the heart.
Now, if you'll excuse me, I have a marathon to train for. And by marathon, I mean my next B2B marketing campaign.