Building a 'Human' B2B experience, one emotion at a time

Marketing to businesses is still about marketing to people. By making B2B more human-centered, marketers can build stronger, loyal relationships with their audiences.

But where do B2B marketers start? By tapping into emotion.

Every behavior is the response to an authentic human emotion & logic. Yet, in the B2B landscape, it sometimes seems like we’re all trying to out-logic our competitors. So how do you stand out? Dialing up emotional intelligence. It should come as no surprise that when we better understand our audience's emotions, we’re better equipped to craft authentic and relatable narratives that meet consumers where they are — and most importantly, leave a lasting impression.

Here are some questions to help you better understand your audience:

1. What emotional pain points does the audience face?

2. How might I relate emotional pain points to my brand or offering?

3. How should I tailor my marketing or messaging to evoke these emotions?

4. What kinds of content do I need to evoke different emotions?

5. What kinds of emotional triggers could build connection to target audience?

Enhancing your emotional vocabulary and knowing the specific emotions that drive consumer behavior can make storytelling more impactful. For example, rather than vaguely targeting "happiness," a brand might connect with an audience on feelings like "hopeful," "creative," or "confident" to drive more creative and insightful communications that resonate.

Give it a spin! Find out how you can get to the heart of B2B and foster stronger connections with your audience.