When crafting B2B messaging, what is your approach for mixing functional vs emotional benefits and why?

How do you leverage the emotional, personal benefits for the B2B buyer knowing that they also have to sell the product internally based on rational, company benefits?

Answer

2 Answers

Messaging Strategy

Andy Schumeister

Anthropic Product Marketing • 1y

At the end of the day, you’re marketing to and selling to people, not personas. People have emotions. People don’t want to be more productive for the sake of being more productive, they want to be more productive to be better at their job so they can get promoted. Emotional benefits are just as important as functional benefits. At Mutiny, one of the messages we’re experimenting with is “marketing that sales will love.” This is both functional (we’re enabling marketers to create something of valu ...Read More

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John Withers

Atlassian Head of Product Marketing, Bitbucket • 2y

First, let’s start with the following premise: Behavioral science tells us that the vast majority of decisions are made using emotional factors (Customer Brand Preference and Decisions: Gallup's 70/30 Principle, 2022), even when decision-makers think they’re making data-driven, rational decisions. Oftentimes, data is used after someone has made up their mind in order to justify their decision (often unwittingly). So I believe firmly in appealing to emotional benefits. It’s why we often refer to ...Read More

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