How to Connect Emotionally with Your B2B Audience

female working with track pad and dog in her lap

The level of competition in B2B marketing is high. Marketers need to develop strategies that make their products and services stand out and generate quality business leads

For many B2C firms, one of the most effective ways to capture prospects’ attention is through emotional or mood marketing. This refers to campaigns that appeal to the feelings or emotions of their audience. This marketing strategy is known for improving the chances of conversion.

One of the latest examples is the Gillette “We Believe: The Best Men Can Be” short film. The short film evoked emotion in target audiences and catapulted the brand into the forefront of everyone’s mind.

Many believe emotional marketing is useful primarily for B2C marketers and not B2B. This may be because many B2B marketers envision their audience as the corporations themselves. It is crucial to keep in mind; there are still humans working behind the curtain making the decisions on behalf of the corporation.

According to recent research, B2B clients and prospects respond better to positive emotions than those targeted by B2C businesses. This is perhaps because B2B marketing is more personal compared to communicating with a broad B2C audience. For example in B2B marketing, account managers work with their client counterparts and not a mass consumer base, requiring personalization.

B2B marketers can use personal motivators allowing their customers to feel personally invested in their product or service. The following benefits can be presented on both sides.

  • Professional growth, products and services can help people advance their careers.
  • Time saver, your clients can cut working time and have time to pursue other activities.
  • Cost-efficiency, corporations and people alike desire a higher ROI

Emotional marketing strategies require your consideration into a few key approaches.

Aim for Honesty and Authenticity

 Authenticity and being true to brand can create a powerful bond. No one wants to support a brand with a message that is counter to businesses actions.

Marketers need to back up their brand messaging with action to prove to their audience they are authentic.

Be Empathic

Understanding your customers’ needs and what they take action to, results in an emotional response. Being aware of your customers motivations allows businesses to craft a marketing strategy that provides solutions to the customers wants and needs.

A brand that can relate to its prospects’ feelings and emotions has a better chance of being noticed and meeting its revenue goals. Being empathic to people’s happiness, sadness, and anger, helps to develop strong customer loyalty.

Tell a Story

Storytelling is a great strategy to engage your audience and develop an emotional connection. Stories are a visual approach to your messaging making your brand more exciting and memorable. It should spell out your company’s mission and what differentiates you from the competition.

To effectively tell a story, you begin by understanding your audiences pain points, making the narrative relevant. You can develop the story to present your products and services as a solution to their challenges. Testimonials from existing customers are an excellent example of a story that can help you effectively convey your brand message.

Create Positive Emotions

Positive emotions that you should focus on include providing a sense of safety, trust, being cared for, and a legitimate interest in your customer’s needs. Such sentiments are more effective in generating leads and brand awareness. A great way to connect with your audience is through social media. Customers are eager to share positive experiences with content.

Empathizing with your customer’s feelings is important, whether they be negative or positive. It is essential to show your audience they can avoid risk or threat with the help of your business’s products or solutions.

Earn Their “Emotions”

B2B prospects can be easily influenced by skepticism. They have their careers and their company’s bottom line to consider. Poor purchasing decisions could end up being highly detrimental to them in the long run.

Earning emotion means building trust with your prospects through an honest approach in your marketing strategy. Something as simple as making tangible commitments with them will accomplish that.

It helps to be transparent and open to questions and comments. Make sure to respond to criticisms positively and provide solutions to earn trust and build a conclusive experience.

Let the Emotion Take Over

Despite the resistance some B2B marketers may have using an emotional marketing strategy, evidence has suggested B2B business will benefit immensely from a humanized approach to branding. Developing a strategy to allow your audience to feel safe and confident will drive engagement to your brand. An emotional marketing strategy can provide opportunity to B2B marketers – opening doors to gaining leads, new customers, and increasing bottom line.

Get Your B2B Content Into the Hands of Your Target Audience


It’s no longer enough just to produce quality content. Consumers demand content to be hand delivered to them, and that content has to be personalized to fit their interests, needs, and challenges. Learn more about optimizing your content syndication programs.