In the world of marketing, there's a misperception that B2B marketing is serious and logical and that B2C marketing is fun and creative.
Though B2B marketers may need a deeper understanding of technology and they may have more limits placed on their creativity, the role emotions play in both B2B and B2C marketing is strikingly similar.
As neuroanatomist Dr. Jill Bolte Taylor puts it, "Most of us think of ourselves as thinking creatures that feel, but we are actually feeling creatures that think”.
To gain a clearer understanding of the concept, I interviewed Jonathan Kahn, co-founder and creative marketing hacker at creative agency JM Consulting, and Michal Zarankin, head of digital marketing at in-app engagement platform Insert (recently acquired by Pendo), to learn their thoughts on the role of emotions in B2B marketing.
Here are a few of the insights they shared with me.
1. Overall, the role of emotions in both B2C and B2B marketing is the same
It all boils down to the idea that in both, the end-user is a human being, and in the end all human beings are emotionally driven, whether they're a CEO, marketing assistant, or developer (yes, they have emotions too!).
As Jonathan explained it: "It's funny that I have to prove this to people. It's very simple when you think about it. If we didn't do anything via emotion, if we did everything just based on logic—if for whatever reason, we all had the same amount of logic—we wouldn't be living, we wouldn't get married, we wouldn't have kids, because what's the point of all of that? It's a risk. Logic proves that. But all the things that we admire are all done by people who ignored logic and went with their gut, went with their emotions. B2B is the same. In the end, an organization is run by people. Both right and wrong decisions are based on emotion."
Tamar Weiss increases awareness and growth for B2B companies through customer-focused content. She is a consultant at a range of startups and large international companies. Previously, she was the content marketing specialist at retention-automation company Optimove and at Insightera, a Marketo company.
LinkedIn: Tamar Weiss