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The emotional elephant in the b2b room

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Arguing the case for more emotion in B2B.

Published in: Marketing, Technology, Business
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The emotional elephant in the b2b room

  1. 1. The emotional elephant in the B2B room Heavyweight proof for why B2B is much more emotional than some would argue. Everywherebrand 2014
  2. 2. Heard the metaphor about the Elephant and the rider?* Everywherebrand 2014
  3. 3. Many would still argue for emphasis on business- like rational messages in B2B but maybe it’d help them to see it like this: In B2B, the rider is the conscious rational mind and the elephant is the unconscious emotional mind that can’t be overridden or controlled by the riders force. B2B buyers may try to make rational decisions based on business value only but more often they’re influenced by their gut and personal value of their emotional elephant. Everywherebrand 2014 *Using the elephant and rider metaphor from Jonathan Haidt
  4. 4. How do you split personal value and business value? Simple: Business value includes logical and reason-based appeals for functional benefits and business objectives. Personal value works on professional benefits, social benefits, emotional benefits and self-image benefits. Everywherebrand 2014
  5. 5. Everywherebrand 2014 Source: CEB/Motista Survey; CEB analysis. From promotion to emotion by Google. Well, yes. A recent Google/CEB study showed that across a collection of 14 commercial outcomes (including consideration, purchase, premium payment and advocacy), personal value has twice as much impact than business value has. Impact of perceived brand benefits on commercial outcome So emotion actually matters more than logic in B2B buying then? 21.4% 42.6% Business value Personal value
  6. 6. Everywherebrand 2014 Source: CEB/Motista Survey; CEB analysis As perceived personal risks increase in the buying decision; risk of losing credibility, time or ultimately job, so does the strength of emotional connection. Relationships between number of perceived personal risks and emotional connection Infact, the bigger the decision the more importance emotion plays. 0 1 2 3 Strengthofemotionalconnection Perceived personal risks
  7. 7. Everywherebrand 2014 B2B companies fail to communicate the personal value they can deliver making it even more unlikely for customers to change suppliers. Belief in ability to deliver personal value Non customers need to be even more convinced of personal value. 77% 31% Customers Non-customers
  8. 8. Everywherebrand 2014 Worry less about excessive personalisation to create engagement and more about understanding their emotional needs. Shared needs mapping + + Find common ground with shared personal value to create shared resonance Stakeholder A Business objectives ..................................... ..................................... ..................................... Personal objectives ..................................... ..................................... ..................................... Stakeholder B Business objectives ..................................... ..................................... ..................................... Personal objectives ..................................... ..................................... ..................................... Stakeholder C Business objectives ..................................... ..................................... ..................................... Personal objectives ..................................... ..................................... .....................................
  9. 9. That’s enough emotion for one day. If you need some case study proof then we’d love to hear from you. For help/advice/a nice chat get in contact with info@everywherebrand.com Everywherebrand 2014

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