When a consumer makes a decision to purchase a product from a certain brand, whether consciously or subconsciously, the emotional connection they formed with that brand is always a deciding factor in their decision making process. Most marketers accept this statement as orthodoxy, without requiring detailed studies or statistics to back it up. So why then, is this emotional appeal so apparently lacking from most B2B marketing?
According to a recent study conducted by the CEB in conjunction with Google and Motista, about 71% of buyers who see some personal value in a B2B product or service will end up buying it. In fact, emotion seems doubly important for B2B purchases when compared to B2C. One possible explanation for this is that B2B purchases are risky — if they go wrong, there is a lot of money at stake, as well as, potentially, the job of the buyer.
Therefore the buyer needs a powerful motivator to finish the transaction, and emotion is a more powerful driver than logic for most people.