Data suggests B2B buyers are emotionally driven. Brand Finance and System1 use FaceTrace to measure emotional response and test ads.
Brand value increases when emotion is used in B2B marketing. Adobe's "Special Delivery" ad uses storytelling for engagement.
Emotional connections influence B2B decisions globally. Surprise and creativity are effective, but must be anchored in emotional relevance. Brands like Microsoft and Accenture have seen increased brand value through emotion-based ads.
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The Power of Emotional Advertising in B2B Brand-Building: Feelings vs. Function
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