The emotional elephant in the b2b room

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Information about The emotional elephant in the b2b room
Marketing

Published on February 24, 2014

Author: everwherebrand

Source: slideshare.net

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Arguing the case for more emotion in B2B.

The emotional elephant in the B2B room Heavyweight proof for why B2B is much more emotional than some would argue. Everywherebrand 2014

Heard the metaphor about the Elephant and the rider?* Everywherebrand 2014

Many would still argue for emphasis on businesslike 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

How do you split personal value and business value? Simple: Business value includes logical and reason-based appeals for functional benefits and business objectives. Everywherebrand 2014 Personal value works on professional benefits, social benefits, emotional benefits and self-image benefits.

So emotion actually matters more than logic in B2B buying then? 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 Personal value 42.6% Business value 21.4% Everywherebrand 2014 Source: CEB/Motista Survey; CEB analysis. From promotion to emotion by Google.

Infact, the bigger the decision the more importance emotion plays. As perceived personal risks increase in the buying decision; risk of losing credibility, time or ultimately job, so does the strength of emotional connection. Strength of emotional connection Relationships between number of perceived personal risks and emotional connection 0 1 Perceived personal risks Everywherebrand 2014 2 3 Source: CEB/Motista Survey; CEB analysis

Non customers need to be even more convinced of personal value. 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 Customers 77% Non-customers 31% Everywherebrand 2014

Find common ground with shared personal value to create shared resonance Worry less about excessive personalisation to create engagement and more about understanding their emotional needs. Shared needs mapping Stakeholder A Stakeholder B Stakeholder C Business objectives Business objectives Business objectives ..................................... ..................................... ..................................... ..................................... ..................................... ..................................... ..................................... Personal objectives + ..................................... Personal objectives + ..................................... Personal objectives ..................................... ..................................... ..................................... ..................................... ..................................... ..................................... ..................................... ..................................... ..................................... Everywherebrand 2014

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 david@everywherebrand Everywherebrand 2014

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