Should B2B marketers appeal to logic or emotion?

Should B2B marketers appeal to logic or emotion?

Faith Ocampo Published on November 23, 2015

business-executives-sillhouette-sunset-backdrop
B2C companies have already figured out a way to get their target customers on board with the whole buying journey. Most of them, in their TV advertisements, online content, and other forms of marketing outreach, combine facts with emotion to sell their products and services. They typically start with creating a hype around the product and showing customers why they re the go-to brand.

Will this work in B2B marketing?

businessman-in-blue-and-red-tie-pointing-to-self

It would seem that B2B marketers are more wary of the messages they send to their target audience. After all, their clients are also entrepreneurs and leaders, who are exceedingly familiar with different marketing strategies and tactics. Confronted by clients discerning gaze, the B2B marketer is careful not to use techniques that may be deemed manipulative or, even worse, untruthful.

Because clients are seen as more rational than emotional, the B2B marketer s tendency is to default to fact-driven marketing. But what if this strategy is doing more harm than good?

We’re still marketing to humans, aren’t we?

Perhaps we d all agree that no human is purely rational or emotional. There s no such thing as an emotion-logic dichotomy. The beauty of the human brain (which, in the view of marketers, makes everything more complicated) is that it allows us to make decisions using a combination of what our intuitive and rational mind is telling us. Sure, we do have a left (the logical side) and a right (the intuitive side) brain, but they constantly communicate with one another.

According to Gerald Zaltman of Harvard Business School, 95% of purchase decisions take place unconsciously, but the conscious mind works to justify these decisions. Intuition allows consumers to simplify complex decisions, and purchases are no exception.

Now, if our minds work this way and emotional appeal seems to matter more than logic in achieving business goals, can B2B marketers totally abandon logic-based marketing strategies?

Logic for simple sales, emotion for bigger ones

Not surprisingly, the answer is no. And this is especially important in B2B marketing. Logic is an important component of decision making for business professionals, and infusing this with appeals to the subconscious mind is an effective strategy.

1. Tell engaging stories.

Stories are both captivating and informative, and that’s what makes them an effective marketing tool for B2B companies. There’s something refreshing about using real-life stories and experiences to illustrate or prove a point without the horror of information overload, which usually comes with highly objective business proposals.

2. Support narratives with concrete proof.

You’re right in thinking that the logical entrepreneur wants to know whether you can back up what you say with actions. This is where fact-based marketing comes in. You can use figures and graphical illustrations such as charts and tables or testimonials from other clients.

3. Demonstrate consistency.

Once you get the client’s approval, everything else is up to you. Marketing is a continuous process, and you shouldn’t stop just because you feel complacent. The key in building long-term partnerships with other businesses is consistent productivity and performance, so both of you can create your own story—one that will help you establish a legacy.

 

Faith is a digital media enthusiast aiming to become an active part of the tech world by sharing her insights. She likes to blog about everything digimarketing, technology, and social media.

0 responses to “Should B2B marketers appeal to logic or emotion?”

  1. Rudy says:

    Thanks for sharing your thoughts on B2B marketing.
    Regards

Leave a Reply

JOIN US ON FACEBOOK
Open Access BPO
Open Access BPO1 day ago
CCAP is a non-profit association made up of the top call centers in the Philippines.

As its newest member, Open Access BPO is looking forward to helping the local #BPO industry advance in the global scene.

Read more: https://buff.ly/3wOs1yW

#WeSpeakYourLanguage #Outsourcing
Open Access BPO
Open Access BPO4 days ago
Don't let unmoderated user-generated content harm your brand's reputation.

See how #PhotoModeration can help your brand maintain quality and order in your online community: https://buff.ly/3cQAxoR

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO5 days ago
Open Access BPO is honored to be the newest member of the Contact Center Association of the Philippines - CCAP.

We support the organization's initiatives to drive industry innovation and elevate service quality among Philippine-based contact centers.

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO6 days ago
"We look forward to working with the Contact Center Association of the Philippines - CCAP and other players in the local sector to champion the Filipino contact center industry in the international arena." - Joy Sebastian, Open Access BPO's Global Vice President

View the full story: https://buff.ly/2TykIwo

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO6 days ago
Outsourcing your #DataManagement to #offshore hubs like the Philippines or India will save you money and time. But is your data safe?

Here's how seasoned outsourcing providers ensure data security: https://buff.ly/3gsPbVR

#WeSpeakYourLanguage
Open Access BPO
Open Access BPO1 week ago
Tailor your #CustomerCare strategy according to your customers' needs.

Here are the four different kinds of shoppers and the #CustomerSupport approach they prefer: https://buff.ly/3xpzHqW

#WeSpeakYourLanguage
Do NOT follow this link or you will be banned from the site!