The Power of Emotion in B2B Marketing
The role of emotions in B2B marketing is often underestimated. While many assume business decisions are driven purely by logic and data, emotions play a crucial role in influencing trust, engagement, and long-term relationships. In a recent discussion hosted by Joaquin Dominguez, Head of Marketing at Adzact, marketing leaders from Catalyst IT and Workiva shared their perspectives on how emotional appeal can shape successful B2B strategies. The conversation highlighted the nuances of emotional storytelling, platform-specific engagement strategies, and the balance between credibility and emotional resonance.
Host
Joaquin Dominguez, Head of Marketing at Adzact
Guests
Becky Stables – Head of Marketing, Catalyst IT
Rachel Behrens – Senior Event Marketing Manager, Workiva
Why Emotions Matter in B2B Marketing
A common assumption in B2B marketing is that decision-making is entirely rational. However, Becky and Rachel emphasised that emotional appeal plays a pivotal role, especially in industries with long buying cycles. Becky explained that in sectors like business intelligence, ERP solutions, and cloud analytics, emotional resonance is critical for establishing trust. Potential buyers must feel confident in the vendor’s reliability before engaging in detailed ROI discussions.
Rachel echoed this sentiment, noting that trust is foundational in the B2B SaaS space. Workiva’s solutions are substantial investments, making emotional engagement essential. Events and webinars, whether virtual or in-person, offer opportunities to build personal connections, reinforcing confidence in the brand. She highlighted the importance of human interaction in fostering trust, explaining that customers ultimately buy from people, not just companies.
“At the end of the day, people want to work with brands they trust. The more human and relatable we make our engagement, the more we stand out in a crowded marketplace. People remember how a brand makes them feel, not just what it offers” - Rachel Behrens
Emotional Appeal Throughout the Funnel
While emotional marketing is most commonly associated with the top of the funnel, both speakers agreed that it remains relevant throughout the buyer journey. Becky highlighted that, at the awareness stage, emotional storytelling is crucial for breaking through the noise and capturing attention. However, she also cautioned against the common pitfall of shifting too quickly into product-focused messaging, which can disrupt the emotional connection before prospects are ready to convert.
Rachel introduced the concept of “surprise and delight” to maintain engagement at every stage. Whether it’s an unexpected value-add at a live event or interactive elements in a webinar, these touches enhance customer experience and brand affinity. She explained that while in-person events naturally lend themselves to emotional engagement, digital experiences require more creativity to maintain this connection.
Storytelling in B2B: The Catalyst IT and Workiva Approach
Both Becky and Rachel shared compelling examples of emotional storytelling in action. Becky recounted how Catalyst IT’s work in the public sector and healthcare sectors often centres on time savings rather than direct monetary value. She highlighted a project with Hillingdon Council, where predictive analytics were used to protect vulnerable young people. This story resonated deeply with audiences, demonstrating how data can drive meaningful social impact.
Rachel described how Workiva’s messaging often revolves around giving time back to professionals. Campaigns showcasing how the platform saves hundreds of hours for finance teams have been particularly effective. By highlighting real customer stories—such as professionals gaining time to attend their child’s football game—Workiva transforms technical efficiency into a relatable, human-centred narrative.
Platform-Specific Content Strategies
Tailoring emotional marketing strategies for different platforms was another key discussion point. Becky shared Catalyst IT’s observations on LinkedIn versus YouTube engagement. While LinkedIn is more effective for industry insights and thought leadership, YouTube attracts a more technical audience seeking in-depth product demonstrations. This distinction is crucial for ensuring that emotional appeal aligns with audience expectations on each channel.
Rachel reinforced the importance of offering multiple ways to consume content. Workiva’s approach includes live demo webinars, on-demand content, and a dedicated demo portal, enabling prospects to engage on their own terms. She explained that a user evaluating solutions at 9 am on LinkedIn may have different intent compared to one actively searching for in-depth demos on YouTube in the evening. Recognising these behavioural patterns allows marketers to craft emotionally resonant content tailored to each touchpoint.
Maintaining Credibility While Leveraging Emotion
A challenge in emotional marketing is ensuring it doesn’t undermine professional credibility. Rachel explained that Workiva achieves this balance by blending internal thought leadership with external voices, such as industry experts and customers. This approach prevents content from feeling overly promotional and reinforces trust.
Becky added that while emotional appeal is powerful, overuse can backfire. She cautioned against crossing the line into manipulation, advocating instead for authenticity. Bringing real customers and partners into marketing narratives helps ensure that emotional engagement is backed by credible, experience-driven insights.
“Emotional marketing is about more than just pulling at heartstrings—it has to be authentic and supported by real value. If you lean too heavily on emotion without ensuring your message is backed by credibility, you risk losing engagement” - Becky Stables
Avoiding Pitfalls: When Emotional Marketing Fails
Despite its benefits, emotional marketing can sometimes fall short. Becky shared an instance where Catalyst IT initially led with a strong emotional campaign but lost engagement by shifting to conversion tactics too soon. Without a smooth transition, the audience disengaged before reaching the intended conversion point. Learning from this, the team refined their strategy to ensure messaging consistency across the funnel.
Rachel highlighted the importance of audience feedback in refining emotional marketing efforts. Workiva regularly collects webinar attendee insights and has found that expectations don’t always align with planned messaging. For example, a webinar intended as thought leadership might receive feedback requesting more practical demonstrations. Adapting based on these insights ensures that the emotional connection remains intact while delivering the value prospects seek.
Final Takeaways:
To wrap up the discussion, Rachel emphasised the need to remember that, at its core, B2B marketing is about connecting with people. Campaigns should be guided by an understanding of how individuals experience and engage with brands on a personal level. Listening to audience feedback and iterating accordingly is key to maintaining a strong emotional connection.
Becky underscored the importance of research and content strategy, cautioning against a sole focus on execution. She advised marketers to take a step back, attend industry events, and engage in continuous learning to refine their approach. Without well-crafted, emotionally resonant content, even the most technically sound execution will fall flat.
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