Arguing the case for more emotion in B2B.

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

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

3. Many would still argue for emphasis on business-
like 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

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

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

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

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

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

9. 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 info@everywherebrand.com
Everywherebrand 2014