Sometimes, the things which you don’t expect at all end up being the classics. The most common and most accessible is the amazing mixture of peanut butter and chocolate; Even though a lot of people are fond of the mix of pickles and peanut butter.

However, these mixtures may not work at all times. There’s a known fact that opposites attract, but most of them will coexist as peacefully as never before.

Despite the acceptance of the more emotional methods of marketing, some researchers have proved that businesses in B2B may take significant advantage mainly from a more human-based approach to building the brand. Let us carefully examine the capability of emotional marketing in contrast to the more logical and rational appeals, and how different its applications are in B2B from storytelling about the brand in B2C.

Play to the Heart and Head:

First things first, let us carefully examine how emotion can be grasped in B2B campaigns for software. The software marketers in B2C have always relied on the sentiment, and from all the perspectives of the emotional spectrum, from games like Rock Band and Call of Duty to the unique features designed through gamification system through the fitness app installed in your smartphone. A decent appeal for emotion is present in a suitable marketing strategy.

How Emotion plays Decision-Making in B2B:

When it comes to the marketing in the B2B, there’s always a misconception that system two approaches will overcome for impacting the clients or the customers. Unlike the marketing in B2C which has accepted the making brand identity concept through content which was emotional and provocative to the people. B2B organizations and businesses have always inclined towards a more business-like and coherent approach. However, the proof has indicated that this might not be the most efficient strategy at all.

Research conducted by the Google and Marketing Leadership Council of CEB’s has indicated that emotional-oriented marketing is more constructive for increasing the process of decision-making in B2B. Such connections which are emotional between the customers and B2B businesses were quite strong in comparison to the business studies in B2C.

The report also suggested that:

• Fifty percent of the purchasers in B2B are most likely to purchase a service or a product when notice a personal value attached to it. For example, an opportunity for growth in the career, taking pride or having confidence in the decisions made.

• Out of the hundred B2C brands researched and studied, the connections between the consumers and clients were emotional and were ranged between 10 and 40 percent. Out of nine, seven of the brands in B2B which were studied crossed the mark of 50 percent.

• When the business organizations were inquired if they experience a significant difference between the value and suppliers and significant difference to make payment for it, almost 14 percent of businesses agreed to it indicating the distinguished business value is only a small part of making decisions in the business.

Author's Bio: 

Fang Cheng is a Content Marketing Strategist at ExportHub. He has been telling stories about brands and marketing for 5 years and is always experimenting and researching for his next article, infographic or video that spurs his interest.