Harnessing the facility of human feelings in B2B advertising and marketing


Experiment, measure, adjust, repeat. mmarket Success lies in adopting an experimental mindset and understanding the emotional motivators of customers, writes Vittorio Baiocchi.

Over the past 10 years, I’ve seen firsthand how quickly new resources become available marketing Teams. More technologies and channels require an attentive test-and-learn approach and require discipline marketing Teams to bring small incremental benefits into their strategies.

Experimentation has always been paramount to everyone marketing Strategy. Then came COVID-19 and accelerated the need for additional services and marketing ROI. Today more than ever, marketers are faced with the challenging task of experimenting with new approaches while executing their annual plans in an ever-changing business environment. More than ever, marketers need to be mindful of the environment of their target audiences. And the race never stops.

The dynamics of a changing environment affects companies as much as the people who work in those companies, and emphasizes the need for brands to be open to conversations, feelings, frustrations and trends that affect not just their industry but their customers in general.

Humans are both emotional and thinking beings. Indeed it is energy of benefit person Emotions to trigger a reaction from your audience has been used for thousands of years. Greek rhetoricians called it pathos and Aristotle stated that “the awakening of emotions (pathos) in your audience” prompts them to “make a desired judgment”. In this sense, emotion is a key mode of belief.

Context relevant content and campaigns that are useful person Emotions can offer marketing Teams with new ways to find hidden affinities with their audiences, improve news penetration, brand awareness, and ROI – and add a whole new dimension to these important testing and learning practices.

Let’s take a look at the key pillars needed to create emotionally aware content and campaigns that grab attention and inspire action.

Use the “emotional motivators”

No matter if B2C or B2B, Emotions are still the main factor in purchasing decisions. Do not you believe me? Research by Les Binet and Peter Field for the B2B The institute shows that B2B Strategies that appeal Emotions are 7x more effective at increasing long-term sales, profits and revenue than rational messaging.

People buy too Emotions and explain it with logic. usage of energy from Emotions in your marketing can help your brand stand out, create new connections with your audience and yours marketing Team with a new dimension to enrich the marketing Formula for success.

But how exactly can marketers create messaging and campaigns that appeal to the heart of their audience? The good news is that it is possible to target the feelings that drive customer behavior. In a study conducted across hundreds of brands in dozen of categories, Harvard Business Review identified them as “emotional motivators” and defined their importance as the fundamental method for a company to assess the future value of its customers.

How to use the top 10 emotional motivators for brand success:

  • Stand out from the crowd: Project a unique social identity. To be seen as something special.

  • Confidence in the future: perceive the future as better than the past. Have a positive mental picture of what is to come.

  • Enjoy wellbeing: Feel that life meets expectations and that balance has been achieved. Find a stress-free state with no conflict or threat.

  • Feel freedom: Act independently, without obligations or restrictions.

  • Feel a sense of thrill: experience visceral, overwhelming joy and excitement. Take part in exciting and entertaining events.

  • Feel Belonging: Have an belonging to people with whom you would like to be in a relationship or what you would like to be. Feel like you are part of a group.

  • Protect the Environment: Maintain the belief that the environment is sacred. Take action to improve your environment.

  • Be the person I want to be: fulfill the desire for constant self-improvement. Live up to their ideal self-image.

  • Feel secure: believe that what you have today is there tomorrow. Pursue goals and dreams without worries.

  • Success in Life: Feel that you are leading a meaningful life. Find value that goes beyond financial or socio-economic measures.

Needless to say, there is no one size fits all. Brands that really understand their audience can choose from hundreds of emotional motivators to help them find new ways to connect.

Talk to your audience in their preferred context

Creating your next video, ad, or content in a context relevant to your audience can be a great way to showcase the outcome of your marketing Efforts. Customer research helps you to gain important insights into the world of your customers. You can then use this information as fuel for your next campaign.

Research from Google shows that understanding your customers should be one of the most important aspects of your strategy. Around 40 percent of marketers use consumer research to make decisions. And 90 percent of marketers also agree that understanding user journeys is crucial for success.

There are many techniques that can help marketing Teams better understand the characteristics and purchasing preferences of their target customers. In the attention economy, however, brands don’t compete in their respective industries or product categories, and the battle for attention extends to virtually every other blog or website you can find online. But how do you win such a daunting battle unless you have unlimited budget and resources to promote a mastodontic content strategy?

The answer lies in figuring out what context your audience is immersed in. Then find ways for your brand to constructively engage in the conversation.

  • Interview customers outside of your category. Interviews are a great way to get an intimate understanding of your clients. If you have questions beyond your product or service, you can learn more about their content preferences. For example, what kind of content do they consume and which social media channels do they follow? Which speakers do they hear and which events do they attend? You can then turn this information into an opportunity to tailor your message to your audience’s preferences for content consumption.

  • Use social and web listening tools to optimize your customer data. Did you know that Google processes around 5.6 billion searches per day (63,000 per second)? And that there are around 500 million tweets every day? Using social and web listening tools in conjunction with your existing customer data can help you gain a deeper understanding of what conversations your customers are in, what channels they follow, what questions they ask, and much more, too beyond your product category or industry. The chance lies in finding ways to customize your existing content. Or by creating new content to join the conversation in a context that your audience is familiar and familiar with.

Avoid falling into the deaf trap

If you are thinking about new content ideas or campaigns, marketing Teams often begin the planning process with their product or service in mind. What are we trying to sell? Which features make our product or our service unique? Can we identify the weaknesses and goals of our customers in relation to our industry?

A more careful assessment of a client’s status quo can bring a breath of fresh air to the creative minds responsible for creating this campaign. When you know what is going on in your customer’s world, you need to distance yourself from the problem you are trying to solve for your business, focus on your customer first, and then work backwards to find ways to get creative with the Emotions, Events, conversations and situations that your customer is immersed in at one point in time.

But finding the right balance between your business needs and the status quo of your customers is somewhere in the middle. Let’s take the Shopify campaign “Let’s make you a business” as an example.

The aim of the campaign was to promote the next wave of independent entrepreneurs. It showed how Shopify can help them start, grow, and manage a business. The campaign cleverly leverages the emotional motivators of Shopify users with a multi-channel execution strategy that aims to be visible throughout the day. The result is a creative one B2B marketing Campaign that addresses the audience’s motives and gives them a place to fulfill their desire for self-realization, success and freedom from everyday life.


No matter if B2C or B2B, an emotional attachment approach in your marketing can lead to significant improvements in your ability to get a message across to a specific audience and generate the desired response.

marketing Teams are often immersed in myriad experimental practices, testing, and learning technologies or channels to add small incremental benefits to their strategies. However, when you find the intersection between your audience’s status quo and emotional motivators, you can unleash a wealth of new ideas to tweak your content and campaigns for improved business success.

Vittorio Baiocchi is the director of marketing, Asia-Pacific, at InMoment.

Photo by Lesly Juarez on Unsplash.

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