We’re human too

Financial Service providers with direct B2B offerings usually still rely on traditional product centric messages, but this isn’t always effective.

The funny thing is whilst when buying, businesses explore product attributes, they choose brands which they trust or which they feel more comfortable with – sometimes where they share values, or demonstrate deeper human understanding.

The same people will readily acknowledge that in their non-work lives they build relationships and make purchase choices influenced by their emotions

The truth is we are the same at work.

We’re having huge success in applying emotional messagingdeveloped through co-creation workshops with our clients and their stakeholders.

It’s dispelling our client’s internal myths whilst moving audiences to react in ways price or product led messages simply can’t.

So I call on B2B marketers to stop being robots and listen more closely to your customers’ feelings.