Digital Marketing in B2B – Don’t be scared of emotions

Digitalisation is the driving force behind the increasing importance of brand management in the future. In the B2B environment it is therefore all the more important to show your profile. This means for the marketing of companies: Away with the fear of emotions!

by Kathrin Drechsler
Sen. Communication Manager & CMO /
Campaigns & Media Partnerships Evernine Group

B2B brands often find it harder than B2C companies to make a purchase look attractive – B2B marketers report that they feel they are doing twice the work. Many companies place particularly high demands on market research, marketing and creation, so that the value transfer of the brand provides the right arguments to define the external impact of their own brand image at all. In many cases, B2B solutions have a high need for explanation – depending on the size of the company, the industry and the target group to be addressed. The whole search for one’s own statement often forgets that customers are still people. So you wake up! Maybe it is time to rethink the simple formulas: You are dealing with demanding decision-makers, but above all with people who need to be inspired. But how do you ideally approach this?

Especially in digitalization, there are new standards and also new measuring possibilities, because the markets are becoming more global and more transparent. And it will certainly also be the goal of your company to keep your customers enthusiastic so that they can withstand the changes, whether cultural or technical, and the increasing pressure of competition. How effective can the power of emotions be in the B2B environment?

According to numerous new statistics, about two-thirds of managers rely on their gut feeling. It’s simple: The first impression the executive gets is through the emotional address. A majority of managers agree that soft facts play a greater role than hard facts.

Read more here.

Title image source: iStock / Milkos