Shock!  B2B buyers are people.  Seems obvious, right?  Yet marketers often treat B2B buyers as automatons making careful, logical and completely rational decisions during the buying process.  That’s simply not the case as B2B buyers are influenced by their emotions too.

As a B2B marketer you can use this to your advantage by tapping into the emotional dimensions of decision making.  The first step in this respect is to identify the relevant emotions at play in you market.  Common emotions you’re likely to come across are (click to enlarge image):

B2B buying journey emotions


Having identified the most relevant and influential emotions, you can then shape your marketing activity to tap into them.  Affinity important in your market?  Then create a strong sense that you’re ‘one of us’ and ‘on my wavelength’.  Does confusion seem to define decision making? Then make it as easy as possible for buyers to choose your product or service.  Or perhaps buyer anxiety is high?  Then seek to allay their fears and give them confidence that you’re the safe choice.

Read more about Circle’s approach to researching the B2B buying process here.

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About Andrew

Andrew has specialised in B2B research for over a decade and co-founded Circle Research in 2006. He is a columnist for B2B Marketing Magazine, a regular contributor to Research Live and frequent speaker at leading events such as the B2B Leaders Forum, Customer Experience Live and the Social Media World Forum. Andrew is a Chartered Member of the MRS, teaches the MRS B2B research course and holds an MA in Psychology from Aberdeen University alongside an MSc in Marketing from Strathclyde University.

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