Getting under the skin of emotion at work: Understanding the B2B buyer

Antonina Mullen

Behind every buying decision is a person with very real emotions. B2B brands need to be able to apply emotions meaningfully to help their existing and potential customers resonate with how they feel.

To assume that B2B marketing is rational is irrational. It’s not just about leads or closing sales or data, as behind every person and every buying decision, there are emotions. These influence our preferences and our attitudes and determine our likes and dislikes. But in a post-COVID world and with the current economic conditions, provoking emotions is not enough. B2B brands need to be able to apply emotions meaningfully in a way that makes their existing and potential customers resonate with how they feel.

Once the reserve of the rational, emotion has firmly taken root in B2B. We know it in our gut;...

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