Emotional vs Rational Decision Making in the B2B Purchase Process | Use Emotions in Marketing
When it comes to emotional vs. rational decision making in the B2B purchase process, the B2B customer vs. B2C customer equation proves once again that, while the buying process is different, the humanity part is not.
At the end of the day, we still market to human beings, so we need an h2h marketing strategy. That is, human to human.
Today, we're taking another journey inside the mind of your customer to understand how to use emotions in marketing in a way that aligns with the B2B buyer journey.
To give you data, I'm covering a LinkedIn study (see link below) that did some customer journey mapping in b2b. By the end of the video, you'll have a better idea how to balance emotional business buying processes with prospects' needs to know what your product can do for them.
We'll talk about when to tap into emotions, when to appeal to their reason, and how to combine the two into one effective content piece.
*********************************************************************************************
*********************************************************************************************
LINKS PROMISED IN THIS VIDEO:
[The LinkedIn Study] The 5 Principles Of Growth In B2B:
/ marketing-as-growth
[Emotions in B2B Marketing] Inside the Mind of Your Customer: B2B Customer vs B2C Customer:
• Inside the Mind of Your Customer: B2B Cust...
[Content Marketing Institute and MarketingProfs Study] B2B Content Marketing: What Works:
• B2B Content Marketing: What Works
Marketing Psychology Secrets: The Brain Cell that LOVES Jennifer Aniston:
• Marketing Psychology Secrets: The Brain Ce...
*********************************************************************************************
*********************************************************************************************
ABOUT FREELANCE CASE STUDY WRITER AYELET WEISZ (8 YEARS OF EXPERIENCE, 5 CONTINENTS):
An enthusiastic, experienced freelance B2B writer and business copywriter, I’ve written for leading marketing sites and companies that serve global brands, plus have driven results in engagement and revenue for both my clients and my own business.
http://www.ayeletweisz.com
*********************************************************************************************
*********************************************************************************************
IF YOUR PROSPECTS ARE IN NICHES THAT CELEBRATE THE MOST IMPORTANT PEOPLE IN THE ORGANIZATION - CUSTOMERS AND TEAMS - you're dealing with complex buying processes, but also have a great opportunity to make a positive impact on the way that companies do business.
Discover how B2B companies in the marketing, customer success, customer service, employee experience, diversity and inclusion, and related industries do marketing that helps their audience serve millions of customers and team members better:
https://mailchi.mp/4b0de371eaa3/welcome