A major misconception about B2B buyers is that their decision-making is void of emotions. We assume that all we need to do is provide some strong stats that relate to the bottom line, and they’ll be sold. We think consumers are emotional and B2B prospects are logical. That’s just not true.
Myth 2: B2B email marketing is all about logic
A found that B2B customers were more emotionally connected to vendors and service providers than consumers are to brands. The study’s Austria Business Fax List authors explain that many personal consumer purchases are low risk, but a business-related purchase is likely to have more at stake. “Responsibility for a multi-million dollar software acquisition that goes bad can lead to poor business performance and even the loss of a job. The business customer won’t buy unless there is a substantial emotional connection to help overcome this risk. “Think with Google, From Promotion to Emotion: Connecting B2B Customers to Brands
As humans, we tend to use logical conclusions to justify purchase decisions that are based on emotions. Arguably, the most important emotion in effective B2B marketing is a feeling of trust.
Myth 3: B2B email campaigns can’t be creative
B2B email marketing does not have to be dry and boring. While you may need to stick to your brand voice and style guidelines, there’s no reason you can’t get creative. That includes the potential to addin email campaigns.
Some of the most recognizable
B2B brands around have plenty of personality. If your competitors’ emails are stiff and stilted, making your messages more Aero Leads memorable will help you stand out in the inbox.
Here are a couple of B2B brands that got creative with email design and copywriting. Invoices and business cards may not exactly scream fun – but Harvest and Moo delivered some flavor with these two B2B email campaign examples.
