In the realm of B2B marketing, there is a common belief that customers are solely driven by rationality. Unlike everyday consumers who can be swayed by humor, warmth, and emotions, B2B customers are often seen as a distinct group, making decisions based solely on logical factors. Consequently, it appears that the world of B2B advertising is destined to lack inspiration, relying heavily on cold emotionless visuals. However, recent research reveals a contrary finding.
“Incorporating emotional elements in B2B advertisements proves to be 7x more impactful than solely focusing on rational benefits.”
John Lombardo Global Head of Research, LinkedIn B2B Institute
Inspiring Growth: Harness the Power of Emotion to Dominate the B2B Market
According to research, inspiration plays a crucial role in driving growth. Interestingly, the significance of emotional factors in decision-making applies not only to B2C brands but also to B2B brands. Findings indicate that brand perception alone accounts for 93% of market share in the B2B sector. Moreover, data reveals that when considering the impact of emotional and rational factors on purchasing decisions, only 34% can be attributed to rational factors, while emotional connections make up the remaining 66%. These results closely align with the patterns observed in B2C campaigns.
A study conducted by the LinkedIn B2B Institute highlights that incorporating emotional inspiration in B2B advertisements yields 7x greater effectiveness compared to solely emphasizing rational benefits. This outcome should not come as a shock, as the people targeted by B2C brands, who respond well to heartfelt and emotional messages, are the same people when they take on their professional roles. B2B influencers and decision-makers respond to the same degree to impactful creatives within their work environment as they do in other areas of their lives.
Three important things to take away:
- Appear in places where others are absent. Engage with customers in the places where they reside, contemplate, and experience emotions, rather than solely focusing on their professional environments.
- Rise above the competition in uncharted territories. To be memorable should be the initial step towards presenting your brand or service in a truly human manner.
- Express the unexpressed. Break free from the confines of conventional B2B communications and deliver a message that forges a sincere emotional bond.
