As marketers, we all know that B2B marketing has historically been drier in tone and more data-driven because that’s what we’ve believed our customers care about. But why do we believe that?
B2B customers will always need data and facts to back up their decisions and help them get stakeholder buy-in. However, based on consumer psychology and Fusion Hill’s own experience with buyers, we know that no matter the context and no matter the person, human decisions are highly impacted by emotion. An opportunity for more successful B2B marketing exists in balancing the facts with the power of emotional storytelling. This combination makes for a more compelling case by better communicating the value your product or service brings customers, and ultimately motivates a purchase.
How can your brand leverage the power of emotion in your next B2B campaign? Download our report here.
August 11, 2020 | Research