So how do you infuse emotion into B2B marketing? Most likely, whatever the competition is doing, do the opposite. Look through a stack of trade magazines (B2B is one of the few segments that still makes good use of print), visit websites or even watch television.
Up to 80 percent of the ads we reviewed were product-focused, photographed from every angle, standing alone or on the job. These product images send a powerful message to potential customers: you make products. Too often, differentiation comes down to the infusion of tried-and-true value clichés, such as: “world-class,” “global leader” and “innovative solution”.
Sometimes, ads depict the products joined by a person who is very happy with its performance. While this is a step in the right direction, as people are naturally attracted to photographs of people, the message focuses on the fact that “People use our product.”
The emotional impact of showing people when marketing products comes from their relatability: how do customers relate to the product in the real world? If it changes their lives for the better, making them smarter, better, faster, happier, busier … then show us exactly how.
Business-to-business advertising giants rarely focus on product features. You will, however, see people interacting with hopes and dreams about a better future, in very conceptual marketing that communicates strong emotional connections among a brand, an idea and their lives.