We’re Only Human: Build B2B Brand Trust with Emotional Connections
By Jacqueline Ball, Yo Marketing Agency Content and Copywriting Lead
Along with AI and automation, emotion-based messaging will be a top B2B trend in 2025. Sometimes called H2H (human-to-human), the shift to a more personal, consumer-style approach has been gaining traction for years.
Trust me, you’re doing fine
Now, recent research shows that emotional decision drivers are as important or more important than traditional B2B logic-based, rational drivers, such as price points, features and benefits.The number one emotional decision driver: a need for reassurance. Buyers say they want to “feel safe signing a contract.”
That’s understandable: B2B purchases are expensive, so choosing one product or vendor over others carries considerable risk. One wrong choice can torpedo a career or sink a budget. At the very least, it will be embarrassing.
Other top emotional decision drivers include a reputation as a good employer, having ethics and values that align with buyers’ own personal values and possessing the expertise buyers need. (Read the full list here.) Try these strategies to inspire trust and demonstrate strengths in the categories that matter most:
Show your face. Introduce buyers to employees in day-in-the-life videos. Capture typical, candid moments at home, work and leisure. Feature spirited brainstorming sessions, funny moments, serious debates (but keep the tone appropriate to your product or service). Welcoming buyers into your world instantly personalizes your company and makes your brand relatable. Spotlighting customer support or technical staff sends the soothing message that real people are waiting if buyers need more help than chatbot or self-service menu can deliver.
Show your empathy. Reassure them you know what keeps them up at night and want to ease their anxiety. Support claims with data, case studies, testimonials and reviews. Again, videos of actual users talking about how your brand addressed their pain points can move the needle. (No surprise: Videos will be even bigger in 2025.
Share your values. Gen Z and Millennials now dominate B2B buying, replacing Boomers and Gen X. That’s driving a lift in the influence of a company’s social and ethical values to purchase decisions, because younger buyers are more likely to choose companies whose values sync with their own. Explain your mission, vision and purpose and share experiences across channels.
Share your expertise. Buyers want and need to feel well-informed in their field. Help them out by sharing content, industry insights, news and trends throughout the buying journey. Make sure content is relevant to each individual in the decision-making group, which may take some time: on average, groups comprise around 7 members. The higher-ticket the purchase, the bigger the group.
Rational or emotional? Timing is everything
So, does all this mean tried-and-true logic-based, rational B2B decision-making drivers are gone forever? Absolutely not. According to the B2B Institute, a balance of both will work best. However, it all depends on timing. Rational messaging is better late in the buying cycle, when people are ready to buy and want specific information about product pricing, features and benefits. Emotion-based messaging is most effective at the beginning, when people are exploring options and building brand relationships.
The team at Yo Marketing Agency can help you craft a customized plan that taps the right creative approaches at the right time to do what we do best: help grow your brand. Trust us to guide you safely through the buyer journey, starting from the beginning, middle or end. What’s important is where you are. Launch your next success with a call for a free consultation.
The Psychology of Color Theory in B2B Marketing: How Hues Influence Emotions and Drive Decisions
Colors do more than just paint a pretty picture; they speak a silent language that profoundly impacts our emotions, perceptions, and ultimately, our decisions. This is particularly crucial in marketing, where the right color choices can make the difference between a brand that blends into the background and one that captures attention and inspires action. Let's dive into the fascinating psychology of color theory and explore how it can be leveraged to elevate your marketing efforts. #### Color's Impact on Emotions and Decision-Making Colors have the ability to tap into our subconscious, triggering specific emotions and associations. For instance: **Red:** Evokes excitement, urgency, and passion. It's often used in sales promotions and to draw attention. **Blue:** Conveys trust, tranquility, and reliability. It's a popular choice for financial institutions and tech companies. **Green:** Symbolizes growth, nature, and harmony. It's commonly associated with health and wellness brands. **Yellow:** Represents optimism, warmth, and creativity. It's often used to grab attention and evoke cheerful feelings. Understanding these associations empowers marketers to create campaigns that resonate on an emotional level, fostering connections with their target audience and influencing their decision-making process. #### B2B Brands Leveraging Color Psychology Even in the B2B world, color plays a crucial role in shaping brand perception and influencing buying decisions. Here are a few examples of successful color implementation: **Oracle (Red):** The software giant uses red to highlight creativity, passion, and cutting-edge technology. **Salesforce (Blue):** The predominant use of blue conveys trust, stability, and professionalism, reflecting Salesforce's commitment to providing reliable CRM solutions. **Deloitte (Green):** The use of green symbolizes growth, innovation, and sustainability, aligning with Deloitte's focus on helping businesses thrive in a responsible manner. **Caterpillar (Yellow):** Caterpillar's signature yellow evokes energy, optimism, and resilience, characteristics associated with their heavy machinery and equipment. **Goldman Sachs (Black & White):** Projects an air of sophistication, power, and exclusivity. #### Yo Marketing Can Help At Yo Marketing, we work with B2B brands across industries harnessing the power of color psychology to create marketing campaigns that resonate with your audience and drive results. We can help you: **Develop a cohesive brand color palette:** Select colors that accurately reflect your brand identity and resonate with your target market. **Design visually appealing marketing materials:** Create eye-catching designs that leverage color to capture attention and convey your message effectively. **Optimize your online presence:** Ensure your website and social media channels use color strategically to enhance user experience and encourage conversions. Color is a powerful tool that can elevate your marketing efforts from good to great. Contact Yo Marketing today to discover how we can help you harness the psychology of color to achieve your business objectives. [](/contact/)
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B2B Marketing: The Marathon, Not the Sprint
By Adrian Maynard, Yo Marketing Agency Founder and CEO In B2B marketing, there's often tremendous pressure to deliver quick results. We get it – the C-suite wants to see ROI, and they want it *yesterday*. But here's the truth: B2B marketing isn't about overnight success. It's a long game, a marathon where patience and commitment are key. It's crucial to remember that **early results are not final results**. Success in B2B requires a long-term perspective, a commitment to building relationships, and the patience to nurture leads through a complex sales cycle. #### The Illusion of 'Quick Wins' It's easy to get caught up in the allure of quick results. A well-timed social media campaign or a targeted ad might generate a surge of initial interest, but that doesn't necessarily translate into sustainable, long-term growth. B2B purchasing decisions are rarely impulsive; they involve multiple stakeholders, careful consideration, and often lengthy negotiations. #### Invest in the Long Game Think of B2B marketing as an investment. Just like any investment, it requires careful planning, a solid strategy, and enough time to mature and yield returns. Don't get discouraged if you don't see immediate results. Instead, focus on building a strong foundation for sustainable, long-term growth. #### Building a Pipeline: The Marathon Mindset Think of B2B marketing as a marathon, not a sprint. It requires consistent effort, strategic planning, and the ability to adapt your approach as you gather data and insights. Just as a marathon runner trains for months or even years to build endurance and strength, B2B marketers must invest time and resources in building a robust pipeline that will deliver results over the long haul. **Patience and Commitment:** Building a B2B pipeline is not a one-and-done endeavor. It takes time to identify your target audience, develop compelling content, establish thought leadership, and nurture leads through the sales funnel. **Investment, Not Expense:** B2B marketing should be viewed as an investment in your company's future growth. Like any investment, it requires careful planning, strategic allocation of resources, and a realistic timeframe for seeing returns. #### Choose a Path and Optimize In B2B marketing, there's rarely a single "right" answer. The key is to choose a strategy that's "right enough" to get started, then use data and analytics to refine and optimize your approach over time. It's about continuous improvement, learning from your successes and failures, and adapting to the ever-changing market landscape. #### Yo Marketing: Your Partner in B2B Success At Yo Marketing, we understand the unique challenges of B2B marketing. We know that there's no one-size-fits-all solution, and that success requires a tailored approach that aligns with your specific goals and target audience. We'll work with you to develop a comprehensive B2B marketing strategy that focuses on building a solid foundation for long-term growth. Remember, B2B marketing is a journey, not a destination. It's about building relationships, establishing trust, and delivering value at every stage of the buyer's journey. With patience, commitment, and the right strategic partner, you can achieve sustainable success in the B2B marketplace. [](/contact/)
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