🔍 Rethinking B2B Marketing: The Emotional Connection Recent research by Google and CEB's Marketing Leadership Council, in collaboration with Motista, reveals a surprising truth: emotional connections in B2B marketing are crucial. Here's what they discovered: 1. Emotional connections with B2B brands are significantly higher than with B2C brands, with seven out of nine B2B brands surpassing the 50% mark in emotional connection. 2. B2B customers are more likely to purchase when they see personal value, such as career advancement or pride in their choice. 3. They are also 8x more likely to pay a premium for products and services when personal value is present. Decision-making in a professional context can come with greater risks meaning B2B customers often stick with the brands they know. By having a deeper understanding of the buyer, such as through buyer persona work, B2B brands can build a stronger connection through more effective campaigns that resonate.
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Director of Marketing Technology & Digital Services, Consumer Business @Sunstar_Global | Team Builder, Mentor & Coach | AEM Customer Advisory Board, Adobe; Co-founder, Women in Digital Switzerland.
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