Tags ArchivesEmotional Marketing

Emotional Marketing For B2B Companies image

Emotional marketing moves beyond rational marketing that focuses just on product attributes, to emotional marketing that focuses on capturing share of heart with products that connect on a deep personal and emotional level with customers (B2Bwhiteboard). Emotional marketing is a frequently used tactic for business-to-consumer (B2C) companies. But how can business-to-business (B2B) companies leverage such an effective tactic? First, remember that behind every business decision, a person is involved! Therefore, emotion-triggering techniques can still be effective, just with a slightly different twist. For B2B companies, emotional marketing should appeal to different emotions than consumer purchases. Geoffrey James shared seven unique “emotional hooks” that drive B2B buying: Job Security The buyer feels “safe” purchasing from you and your firm. Because he ...

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