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The Emotional Logic of B2B
Design Buddha
July 31, 2024
In the world of B2B marketing, we often fall into a trap. We think we're selling to businesses, but we're really selling to people.
These people, those sitting in boardrooms, scrolling through emails, or rushing between meetings are not just logic machines. They're human, with all the complexity and unpredictability that entails.
So why do we insist on treating them like soulless robots? Why should consumer brands get to have all the fun? The most effective B2B marketing doesn't choose between emotion and logic. It embraces both.
Start with a story. One that resonates, that speaks to the challenges they face every day. Make them feel something. It’s true, stories are not just for kids.
Then, once you have their attention, give them the facts. The ROI. The case studies. The proof they need to justify their emotional response to their bosses.
It's not about manipulation. It's about connection. Be ethical. Be real. This is important for building trust and loyalty. Such trust can be squandered in blink. Don’t squander it.
71% of B2B buyers choose products they believe will bring personal value according to a study by CEB (Consumer Executive Board). And 57% of the purchase decision is made before they even talk to you. They're not just buying for their company, they're buying for themselves. They want to look good. Don’t we all?
So speak to the individual. To their aspirations. Their fears. Their desire to make a difference. Just as how you want a brand to speak to you.
Then give them the tools to convince others. To be the hero in their own story. They don't want to hang themselves out there too far. They need to feel safe; that this decision isn't going to make or break their career.
Let’s get tactical. Given the power of emotion, here’s a look at some of the most effective emotional triggers.
Fear: A little FOMO goes a long way. "Are slow workflows costing you clients?"
Anxiety: The constant hum of worry. "Is outdated tech holding you back?"
Uncertainty: Here’s the fork in the road. "What if there's a better way?"
Excitement: The spark of possibility. "Imagine completing projects in half the time."
Trust: The foundation of every relationship. "Join the X people who've transformed their process."
Curiosity: The itch that needs scratching. "What do top engineers know that you don't?"
Personal Value: This is the "what's in it for me?" You always need to communicate this somehow, even if it’s not explicit.
Reciprocity: The art of giving to receive. Offer value freely. Watch what comes back. This is one of the most powerful tools and one of the core tenets of “Influence” by Robert Cialdini.
Belonging: The need to be part of something. "Welcome to the future of engineering.”
Confidence: The antidote to doubt. "Stop guessing. Start knowing."
Frustration: The pain point we all recognize. "Tired of endless delays?”
Here's the secret: These aren't just tactics. They're touchpoints in the human experience. Use them wisely. Use them ethically. And remember, the goal isn't manipulation, it's connection. Think long term.
The most effective B2B marketers don't just sell products. They tell stories that matter.
Are you ready to tell yours?
A kickstart for you:
Creating great products require asking yourself some tough questions and making some tough choices. These were used by Sam Gerstenzang when building Stripe. Once you do this, ask yourself what emotional triggers would you use to tell your story and develop a connection?
Can we re-frame this in terms of the customer’s problem?
What’s the soonest we could get this done?
What would you need to get this done tomorrow instead of next week?
What would we need to do to get twice as many customers? Ten times as many customers?
How does this relate to our goal? Is this the most important thing we can do for our goal?
What’s most important? What do we really need to get right?
What could we cut, even if it’s painful?