BY MEL DUNN

Overheard at Hencove: “Yes, we’re B2B marketers, but at the end of the day, we’re just helping one group of people who are marketing to another group of people.”

B2B buyers are not emotionless robots. Until AI enables DTR (direct-to-robot) selling, it’s important to remember that humans are making buying decisions for themselves and for the businesses they work at. Contrary to popular—or outdated—belief, B2B marketing doesn’t need to be buttoned up and boring.

No matter which industry you’re in, approaching your marketing strategy with a strictly B2B or B2C lens limits creativity. We’ve heard a lot of different terms—B2B, B2C, D2C (direct-to-consumer), B2B2P (business-to-business-to-patient, popular in healthcare), E2B (enterprise-to-business), and more. In reality, all marketing boils down to H2H (human-to-human). Not every consumer is a customer (buyer of the product or service). Likewise, not every customer is a consumer (end user). But all consumers and customers are people. Sure, there’s more at stake signing a seven-figure, multiyear contract than picking out the right gift for a friend’s birthday (though your friend may disagree). Often, the customer has a team or company relying on them to make the right decision and stay within a constrained budget. High pressure = big emotions.

On our team, only a couple of people were involved in purchasing Slack as our productivity platform. The months-long vetting process included getting an in-depth demo, talking to other people who use the product, testing it ourselves, and finally, writing a big check. Thankfully, nearly four years later we all continue to benefit from it. Beyond eliminating internal emails and encouraging frequent communication, Slack has helped us create a culture of sharing what we’re up to. Whether it’s a professional win or a personal update (pictures of babies and pets included), Slack makes sharing feel more natural than sending an oh-so-formal email. (@Slack, feel free to use this example in your next emotional marketing campaign.)

More and more B2B companies are shifting their story from “what we do and deliver” to “what we can enable for you” to create stronger emotional engagement with customers. These companies aren’t just in their feelings. Research supports the connection between emotions and decision-making. Gerald Zaltman discovered that 95% of purchasing decisions occur in the subconscious mind—the part of the brain that controls beliefs and emotions. Robert Cialdini studied the psychology of persuasion and wrote seven principles that influence emotions in marketing.

Leading B2B companies are leaning into emotional marketing. Philips tugs at the heartstrings of healthcare providers by featuring an Icelandic fisherman who can’t sleep. Zendesk makes its audience laugh at the Sh*t Support Agents Say (their words, not ours) and uses the power of love to show how a customer service solution builds relationships. IBM Watson, an AI solution, discusses storytelling with Stephen King and sings for Bob Dylan.

In each instance, the messaging leads with empathy. When marketers at Business A put themselves in the shoes of customers at Business B, magic happens. Imagine the headspace of an HR director choosing a retirement plan for 800 employees or a chief nursing officer deciding how to give clinicians more time with patients. These are serious business challenges, and important life issues, but the marketing approach doesn’t have to be so serious. We see this in our own clients. They truly want to (and do) make their customers’ lives better, but sometimes that’s a hard message to get across in a snappy six-word website headline.

Not to mention, many B2B products and services are complex (in a good way). And your business has every right to flaunt what you’ve got. But the delivery doesn’t have to be so on-the-nose. Your audience cares more about how you’re going to solve their problem than the bells and whistles of your product. As the adage goes, “Treat others as you would like to be treated.” Instead of talking at your customers, speak to them as you would like to be spoken to if you were in their position. Empathetic marketing can come through in the tone, words, and visuals you choose

Humans love a good story—it’s why we can’t put a book down, can’t stop bingeing a show on Netflix, or have to tell everyone about the latest movie, play, show, or concert we just watched. Real stories are by far the best way to explain how your product or service positively impacts businesses. Tap into customers’ emotions with case studies, testimonials, and anecdotes—these naturally create feelings of memorability and reliability.  

On a scale of 1 to downloading TikTok, don’t be afraid to borrow some marketing tactics from the cool-yet-casual B2C marketing world. There’s a reason B2C companies are famous for selling feelings, not items. Coca-Cola sells happiness. Rolex sells status. Apple sells a lifestyle. What does your business sell? Perhaps it’s trust, more free time, or a healthier mind. Don’t be afraid to feel your feelings.