In B2B, purchasing decisions are rational – driven solely by logic and data. Emotion is the domain of B2C, right?
According to the LinkedIn B2B Institute, 66% of B2B purchasing decisions are influenced by emotion.
As branding professionals, we've understood this for quite some time.
In B2B, the role of emotion can be more subtle, for example:
How does a financial services firm instil confidence?
How does an early-stage tech company turn doubt into belief?
How does a widget manufacturer generate excitement?
Here’s three key areas where emotion plays a major role in B2B decision-making:
High stakes
B2B buyers are making decisions that go beyond the bottom line; their careers are on the line too. A bad choice could cost them more than just money, so they’re naturally drawn to brands they trust, even if it means paying a premium.
Alignment of values
Buyers tend to choose partners that reflect their own values. Brands that make them feel understood and supported, rather than just offering the lowest price, are far more likely to win their business.
The halo effect
When there’s an emotional connection to a brand, everything that brand does looks better. Product quality, customer service, pricing – all benefit from the positive bias emotion creates.
A strong B2B brand built from an understanding of the emotions that influence decisions is more likely to build trust, reduce uncertainty and add real value in the minds of buyers.
For B2B leaders, the key is to embrace the concept of emotion and harness it within brand and marketing efforts, because emotion drives relationships and, ultimately, decisions.
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Read more about the influence of brand on decision-making in Ethos.
