B2B buyers make decisions purely on logic – an assumption that could be costing you deals.
For years, we’ve drawn a neat line between B2C and B2B: one’s emotional, the other’s rational. We buy holidays or shoes based on how they make us feel. We buy software or cybersecurity solutions because they tick the business case boxes, right?
Well, the data tells a different story.
According to LinkedIn’s B2B Institute, B2B buyers are more emotionally connected to the brands they buy from than B2C consumers. And Gartner backs that up: 40–70% of B2B buyers report strong emotional connections to the brands they work with – far more than the 10–50% seen in B2C. [Sources: LinkedIn B2B Institute, Gartner]
And it makes sense. Because in B2B, the stakes are higher.
Why emotion matters more in B2B
Buy the wrong coffee machine at home, and you’re stuck with bad espresso. Annoying, but fixable.
Buy the wrong CRM, cloud platform, or analytics tool at work, and you could derail projects, blow your budget, or damage your credibility. In fact, according to iCrossing, 77% of B2B buyers describe their most recent purchase as “complex or difficult” – which often translates into stress, risk aversion, and a stronger emotional charge. [Source: iCrossing]
That pressure creates emotion. And in high-stakes environments, people don’t just want to make the right decision – they want to feel like they’re making the right decision.
The LinkedIn B2B Institute says B2B buyers are five times more likely to consider a brand when they see personal value – things like professional credibility, confidence, and reduced stress – not just business benefits. [Source: LinkedIn B2B Institute]
And they’re not afraid to trust their gut: Forrester says 84% of B2B buyers say emotion influences their decisions, and 60% admit to relying on instinct over data. [Source: Forrester]
This is your brand moment
If emotion drives consideration, brand drives belief. And in a crowded market, belief is what sticks.
When you shift from selling products to selling outcomes – and from transactional messaging to emotionally resonant storytelling – you build deeper memory structures in buyers’ minds. You show up not just as a vendor, but as a safe bet.
That’s what brand really is: the sum of every feeling and association people have about you. Not just your logo or your tagline, but what you stand for, what you promise, and how you make people feel.
Get that right – and your brand won’t just be remembered. It’ll be trusted, championed, and chosen again and again.
And the payoff is real: emotional campaigns are 31% more profitable than rational ones, and B2B brands that prioritise emotional storytelling are seven times more likely to achieve long-term growth. [Sources: Phase 3, B2B Institute]
So, what does this mean for your marketing?
Lead with feeling, not just function.
Buyers need to justify their decisions, sure. But first they need to believe in them. Your messaging should speak to their goals, pressures, and ambitions – not just your product features. Show what they gain, not just what the business gets.
Brand is the long game – and the shortcut to trust
Brand builds the foundation for preference, belief, and recall. It’s the reason you make the shortlist, and the reason you win when buyers are finally ready to act.
Smart brands are already doing this:
- Slack builds emotional relevance around collaboration and workplace harmony.
- Motorola Solutions’ “Moments that Matter” campaign highlights how their tech supports first responders in life-or-death scenarios.
- Philips’ “The Longest Night” campaign showcased the emotional toll on healthcare workers – and how the brand is helping.
- HP’s “The Wolf” turned cybersecurity into cinematic storytelling, raising awareness with a narrative that feels anything but dry.
Make content that actually connects
Too often, B2B content plays it safe: long-winded, lifeless, forgettable. But buyers are people. And people engage with content that feels clear, human, and real. Say something worth listening to. And above all, make them feel something.
The bottom line
B2B isn’t the rational cousin of B2C. It’s the emotional sibling. Arguably more so. Because buyers have more on the line – and they need to feel like they’re making the right call.
So next time you’re planning a campaign or writing copy, don’t just ask what’s the message?
Ask how do we want them to feel?
Because feelings drive decisions. And that’s what good B2B marketing gets right.
Craving a more emotionally intelligent approach to your campaigns?
We’re onebite – and we know how to make B2B feel something.
Ready to make your brand unforgettable?
We help B2B marketers connect emotionally, convert confidently, and create content people actually care about.
Let’s talk. We’ll even bring the good coffee.
Marcela Bohórquez, Senior Developer
Marcela, Senior Developer at onebite with over 25 years of experience in the digital media world. She holds a Bachelor of Science in Systems and Computing Engineering from the University of the Andes and a Master of Arts in Digital Media from London Metropolitan University.
Throughout her career, Marcela has developed a wide range of projects, including websites, web applications, interactive experiences, video and animation. She specialises in the intersection of creativity and technology and she is equally passionate about tackling technical challenges and creative ones, always striving to communicate and engage effectively through the strategic use of digital tools and platforms. She also shares her experiences, knowledge and research through collaborating in the onebite’s maketing blog. She is interested in how technology evolves and shapes our world.
