Tags ArchivesEmotional Marketing

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 believes that you'll ...