Leveraging Emotions in B2B Marketing
The perception of B2B marketing as overly rational and disconnected from emotion has long persisted. However, a recent Adzact-hosted roundtable brought together five marketing experts to challenge this narrative and explore how emotional storytelling can reshape the way brands connect with decision-makers. The discussion revealed the untapped potential of emotion-driven strategies, providing actionable insights for marketers looking to enhance their campaigns.
Host
Joaquin Dominguez was joined by five marketing experts to discuss the topic.
Guests
Philip Ossai, Founder & CEO, Ossai
Stephen Glasco, Senior Director, Social Media at TAG
Jimmy Girot, Director of Global Field Marketing, Auror
Julia Kertesz, Global Marketing Manager at Acronis
Julie O’Grady, President at O’Grady Communications
Why Emotions Matter in B2B Marketing
The discussion began with a critical question: why is B2B marketing often perceived as dry and overly technical? The panel agreed that this perception stems from a tendency to focus on functionality rather than emotional resonance. Julie O’Grady emphasised that even in a business context, audiences are humans first. “Take the business out of B2B,” she remarked, advocating for a shift towards more human-centred messaging.
Phil Ossai added that integrating personal narratives can act as a powerful vehicle for emotional connection. By focusing on individuals rather than faceless businesses, B2B marketers can foster trust and drive engagement. Stephen Glasco shared his experience creating executive thought leadership programmes, highlighting the importance of treating the audience as individuals within organisations rather than abstract entities.
Julia Kertesz introduced a thought-provoking perspective by referencing the 95-5% rule, which states that 95% of potential buyers are not in the market at any given time, while only 5% are actively seeking solutions. She explained that most marketers focus heavily on the 5%, using functional messaging to capture immediate leads, but neglect the 95%, who require brand awareness campaigns that build emotional connections. Julia further elaborated on the "Day One Shortlist" concept, emphasising the importance of reaching these passive buyers early to ensure they include your brand when they are ready to purchase.
"The 95-5% rule reminds us that while most marketing efforts focus on the small group of buyers actively seeking solutions, true growth comes from nurturing the 95% who aren't in the market yet but are shaping their future decisions today." - Julia Kertesz
The Power of Simplicity and Focus
One recurring theme throughout the conversation was the importance of simplicity. “Keep it simple, stupid,” remarked Stephen Glasco, summarising a sentiment echoed by all panellists. Overcomplicating campaigns with too many messages can dilute their impact. Instead, focusing on one core idea or message helps create a lasting impression.
Julie O’Grady stressed that marketers must identify their “one thing”—the single most important message they want to convey—and ensure it resonates across all channels. Julia Kertesz agreed, noting that consistency in messaging is critical for building trust and recognition. She also conducted an engaging exercise during the roundtable, contrasting functional and emotional messaging. Using examples from major brands, Julia demonstrated how functional statements like "Close deals 30% faster" lack the emotional depth of phrases such as "We bring companies and customers together," which resonate more deeply with audiences.
"Balancing technical messaging with emotional storytelling allows us to humanise even the most technical products. Showcasing collaboration and creativity in remote work environments ensures campaigns remain both informative and emotionally engaging." - Julie O’Grady
Combining Emotion with Functional Value
Balancing emotional storytelling with functional value is a challenge many B2B marketers face. Julie O’Grady described this as “checking the boxes”—ensuring basic requirements like security and reliability are addressed before delving into emotional appeals. She shared an example from her previous work, where the emotional hook was tied to the time savings and creative freedom the product offered, resonating deeply with the target audience.
Stephen Glasco likened this approach to a hierarchy of needs, where functional aspects lay the foundation for more aspirational messaging. Jimmy Girot underscored the role of subject matter experts in authentic storytelling, ensuring that campaigns resonate deeply with their intended audience.
Navigating the Pitfalls of Emotional Marketing
The panel also addressed potential challenges associated with incorporating emotions into B2B campaigns. Jimmy Girot cautioned against oversimplification, noting that emotional appeals must be authentic and aligned with the brand’s core values to avoid appearing contrived. Similarly, Julia Kertesz warned that excessive focus on emotional storytelling could dilute the functional messaging that is often a critical decision-making factor in B2B.
Julie O’Grady highlighted the importance of cultural context, pointing out that emotional triggers may vary across regions and industries. What resonates deeply with one audience may fall flat with another, necessitating a nuanced and informed approach to campaign design.
"Emotional appeals must be authentic and deeply aligned with a brand’s core values—oversimplification risks making them feel insincere. - Jimmy Girot
Using Emotion to Drive Engagement
The panel highlighted several strategies for leveraging emotions effectively:
Personalisation: The panellists discussed the importance of addressing the unique pain points of different personas. Phil Ossai noted that negative emotions, such as fear of failure, can be powerful attention-grabbers, especially in top-of-funnel campaigns.
Humour and Relatability: Julia Kertesz pointed to the success of Volvo’s Jean-Claude Van Damme campaign as a prime example of combining humour with brand messaging. By making an emotional impact, even a B2B campaign can achieve viral success.
Brand Consistency: The importance of staying true to a brand’s core identity was a recurring theme. Julie O’Grady cautioned against jumping on trends like AI simply for relevance, advocating for messaging that aligns authentically with the brand’s values.
"Advancements in AI enable brands to analyse vast amounts of data, uncovering emotional triggers while maintaining authenticity. This is particularly vital in B2B, where precision and relevance are key" - Phil Ossai
Conclusion
The conversation highlighted the evolving role of emotion in B2B marketing. By understanding their audience, simplifying their messaging, and integrating emotional appeals with functional value, marketers can create campaigns that resonate on a deeper level. Julia Kertesz’s insights into the 95-5% rule and her exercises on messaging strategies provided a compelling reminder of the need to balance long-term brand awareness with short-term lead generation.
As Jimmy Girot aptly summarised, “Marketing is emotion, whether it’s B2C or B2B. Our job is to change how customers feel about their problems, their careers, and our brands.”
As B2B marketers look to the future, leveraging emotions will be essential for standing out in a crowded market. The insights from this roundtable serve as a valuable guide for those ready to embrace a more human-centric approach.
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