Using Emotion in B2B

B2B marketers tend to assume their customers are purely rational actors. Unlike ordinary consumers, who can be influenced by humor, warmth, and emotion, B2B customers are supposed be a different breed, making decisions purely based on logic. Seemingly destined to exist in an advertising space devoid of inspiration where the tortured visual analogy reigns supreme. However, recent research shows the opposite has proven to be true.

See B2B differently

How passion can be more persuasive

A new perspective on the importance and value of emotion in B2B campaigns

Inspiring emotion in B2B ads is 7x more effective than delivering rational benefits alone.

John Lombardo

Global Head of Research, LinkedIn B2B Institute

A sea-change is happening…

Our own Inspire studies show that not only does inspiration drive growth, the dominance of emotional factors in decision-making is as true for B2B brands as B2C. Not only did we discover that brand perception drives 93% of market share in B2B, our data also revealed that when looking purely at the influence of emotional and rational factors in those buying decisions, only 34% fell within the rational space, while emotional connections represented a full 66%. That’s almost exactly in line with B2C campaigns.

Recent research by the LinkedIn B2B Institute found that inspiring emotion in B2B ads is 7 times more effective than delivering rational benefits alone. This shouldn’t be surprising: the same people that B2C brands target with warm, emotional messages don’t fundamentally change when they log into work. B2B influencers and decision makers are just as responsive to powerful creative at work as they are in the rest of their lives.

At a Glance

Show up where others don’t

Meet customers where they live, think, and feel – not just where they work

At a Glance

Stand out where others can’t

Being memorable is the first step in presenting your brand or service in a distinctly human way

At a Glance

Say what others won’t

Avoid the comfortable B2B communications cocoon and say something that makes a genuine emotional connection

How passion can be more persuasive

A new perspective on the importance and value of emotion in B2B campaigns
Find inspiration today

Introducing Inspired B2B Assessment Score

To help B2B marketers evaluate their current strategic and operational status, we have developed the Inspired B2B Assessment Score. This simple tool helps clients identify areas for improvement and create winning strategies that drive growth and nurture passionate brand fans.

Introducing Loom

Loom is our content intelligence solution that uses unified audience, content, and performance data to answer critical questions that will sharpen your content planning and strategy. Gain meaningful insights into content performance and engagement among decision-makers and influencers in B2B and consumer target audiences.

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Our global B2B experts

James Irvine

James is the EMEA B2B Lead. He has a real passion for creating disruptive ideas in B2B, from digital and content to tech and advertising that break away from the norm, giving him a well-rounded and integrated viewpoint.

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Bill Burkart

Bill is the North America B2B Lead. An integrated marketing executive with a wealth of experience and knowledge in B2B from digital demand generation and ABM to customer relationship management, Bill is a true master of his craft, with a passion for using his skills to help brands thrive.

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