THE BTG BLOG > B2B MARKETING

Using Emotion to Connect With B2B Buyers

B2B emotional buying: red paper heart being tucked between data printouts

You’ve probably heard the old saying: “People buy on emotion and then justify the buy rationally.” It’s usually associated with B2C companies and the tactics they might use to energize or captivate their consumers. But B2B companies need to appeal to their customers’ emotions, too….

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The Top 5 Challenges in B2B Messaging

b2b messaging challenges: man holding microphone

Creating compelling messaging is difficult. It’s especially challenging for B2B companies, which often struggle to demonstrate—succinctly and persuasively—how they address their prospects’ goals, needs, and problems, and how they differ from the competition. What’s the best way to convey how your product or service solves…

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