How Emotional Marketing in B2B Drives Customers (Even If You Think It Doesn’t)

31 januari 2018
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In the world of marketing, there’s a misperception that B2B marketing is serious and logical and that B2C marketing is fun and creative.

Though B2B marketers may need a deeper understanding of technology and they may have more limits placed on their creativity, the role emotions play in both B2B and B2C marketing is strikingly similar.

As neuroanatomist Dr. Jill Bolte Taylor puts it, “Most of us think of ourselves as thinking creatures that feel, but we are actually feeling creatures that think”.

To gain a clearer understanding of the concept, I interviewed Jonathan Kahn, co-founder and creative marketing hacker at creative agency JM Consulting, and Michal Zarankin, head of digital marketing at in-app engagement platform Insert (recently acquired by Pendo), to learn their thoughts on the role of emotions in B2B marketing.

Here are a few of the insights they shared with me

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