Even more than the rise of brand, the sudden switch to marketing with an emotional connection is turning expectations about B2B tech on its head.
How important, if at all, do you feel the emotional (as opposed to the rational) side of your marketing is when thinking about future growth comparing 2021 to this year? (answers for net important)
What, if anything, is/are the primary emotion(s) you try and evoke in your marketing?
On a scale from being fully led by emotional connection and being fully led by rational insight, where would you rate your marketing?
How can a marketer get started with emotion-led content?
International ABM and Executive Content Lead, Autodesk
You can be really creative in small ways. It’s about having the idea that turns a dry subject into something that elicits emotion from your reader.
It’s difficult to find the thing that gives your content a human connection. But it’s absolutely necessary. When you pick up the New York Times and it writes about technology, it always starts with a human story – so you know why it’s going to talk to you about that subject.
For instance, when we created a piece for construction executives, we tried to understand their frustrations with that industry: years without real visibility, low productivity, running over budget, having to do work again. We wanted to tap into those feelings, and offer some hope that it could be better.
Don’t forget, people buy from people. They don’t react as a CIO; they react as Joe Bloggs or whoever. And when your content manages to provoke an emotional response, you can absolutely see the difference.