Marketing With Emotion Helps Build Customer Relationships and Revenue

May 25, 2017

7:00 pm

Somewhere in the history of marketing, we decided to silo our marketing skills and strategies to be either B2B or B2C. The problem is, businesses are made up of people, not pre-programmed robots.

That same IT buyer you may be targeting is also making decisions on which tile to pick for her bathroom remodel and which car to buy for her soon-to-be teenage driver. Marketing requires a human-to-human element, regardless if you are trying to reach a B2C or B2B audience. If we continue to treat both industries as opposites, we will continue to frustrate customers and lose revenue.

Emotional Targeting is Good for B2B and B2C

While many might think the only place for emotional-driven targeting is for B2C, it’s not true. The B2B buyer has just as many emotions involved in their software purchase as they do their furniture. Businesses do care about who they are doing business with and the amount of stress you are going to remove from their day.

For technology marketers, it’s easy to get lost in geeking out over our technology, that our acronyms, fancy tech talk and industry lingo overflows into our marketing and communication plans. The reality is that marketing, product and brand are the same. When a potential buyer sees your logo, how does it make them feel. When they read your product description are they able to translate that into how that helps them and feel good about it.

Think about it, if you can evoke the same amount of emotions that Starbucks does with their holiday cups as you can about your software product, then you are providing value beyond your product. It’s easy to start generating value through recurring research reports and useful content that can help your potential customers become better at what they do – and you’ll build loyalty from day one.

The Undisputed Difference: The Sales Cycle    

What B2B marketers can learn from a B2C approach is the importance of a clear brand message and sharing the benefits of your product. Your brand differentiators and (emotional) benefits have to be clear in your storytelling.

“While thought leadership is great, it just isn’t as important in B2C industries,” a recent Hubspot blog said. “Did you choose a Coke over a Pepsi because you believe Coca Cola’s depth of knowledge of the industry exceeds Pepsi’s? Did you pour a bowl of Wheaties for breakfast because of General Mills’ perceived authority when it comes to cereal?”

While the sales cycle is longer with B2B, the goals are still the same: revenue and brand loyalty. Forget the “typical” approach and get back to the needs of the customer, you’ll be a better marketer because of it.  

Read more marketing tips to build your business at Tech.Co

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Robert Wallace is Executive Vice President of Marketing at Tallwave, where he leverages his entrepreneurial and strategic marketing expertise to develop and implement Lean Startup strategies for Tallwave early-stage ventures. He has more than a decade of startup and client-side experience developing growth strategies, positioning companies, and bringing products to market. Follow him at @robertawallace.

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