Business-to-business (B2B) marketers understand the need to develop potential areas of revenue and brand growth. They do this by understanding their demographic, targeting their audience and basing sales initiatives around that knowledge.

At the same time, a key factor in any successful marketing plan is tapping into the passions of the audience. It allows B2B companies to build an emotional connection with their customers and utilizes the power of storytelling that resonates with the target audience.

Emotional marketing

By aligning with their audience’s passions, B2B brands can create an emotional bond with their customers and inspire them to engage with their products, services and brand. To achieve this, marketers need to tap into their customers’ emotions and find ways to communicate their brand stories in a way that resonates with them.

Integrated thinking

Integrated thinking is key to emotional marketing success. Every step of the process needs to be strategically targeted and integrated, from the way B2B companies craft their message to the way they choose the right mediums to reach their target audience.

Some of the things to consider when aligning with audience passions include:

  • Empathetic storytelling – create compelling stories that illustrate how and why the brand is aligned with their target audience’s passions.
  • Engaging design – utilize visuals, colors, and other elements to create unique visuals that tap into the emotions of the target audience.
  • Targeted messaging – craft messages and content that will attract and engage the target audience.
  • Well-defined channels – identify and utilize the most effective channels for communication.

Measures of success

In addition to making sure that their campaigns are aligned with their audience’s passions, B2B marketers also need to measure the success of their efforts in order to continuously refine their strategies.

The metrics used to track performance are different for every business, but some key measures of success include increased website traffic and engagement, increased brand exposure and higher quality leads.


Emotional marketing is becoming increasingly important for B2B companies due to the increased focus on personalization and authenticity. By aligning with their audience’s passions and creating empathetic and engaging campaigns, B2B companies can increase their marketing efficiency and generate more leads, ultimately leading to higher sales and brand loyalty.