How Ogilvy’s Principles Can Transform Your B2B Marketing
Bring emotion into your B2B strategy and connect with customers.
Imagine you're at a B2B conference.
The keynote speaker takes the stage.
You lean in, expecting groundbreaking insights.
Instead, you're assaulted by a barrage of bullet points, pie charts, and industry jargon.
Your eyes glaze over.
You check your phone.
You contemplate faking a medical emergency to escape.
Sound familiar?
Welcome to the mind-numbing world of typical B2B marketing.
But why is most B2B marketing so boring?
Because too many of us marketers are stuck in a logic loop, churning out snoozefest whitepapers that even ChatGPT would refuse to summarise.
This week:
David Ogilvy Was Right
The Myth of the Rational Buyer
The Data Delusion
Emotions Rule
B2B Marketing Examples With Emotion
The Emotional Marketing Playbook
My Final Thoughts
The Rabbit Hole
David Ogilvy Was Right
Back in the Mad Men era, advertising legend David Ogilvy dropped a truth bomb that's still reverberating today:
People don't think how they feel, they don't say what they think, and they don't do what they say."
David Ogilvy nailed it: human behavior is driven by emotions, not logic.
He understood a fundamental truth about human nature: we're not the rational beings we pretend to be. We're emotional creatures wearing a thin veneer of logic.
Yet, decades later, most B2B marketers are still stuck in the logic loop, churning out data-heavy content that appeals to the rational brain but leaves the emotional brain – the real decision-maker – cold and unengaged.
The Myth of the Rational Buyer
"But wait!" I hear you cry.
"B2B buyers are different!
They make decisions based on ROI, features, and hard data!"
Sorry to burst your bubble, but Neuroscience disagrees.
Turns out, emotions are the real drivers behind decision-making, even in the business world. I also highlighted this in “Behind The Buy Button“
Recent studies show that B2B buyers are just as swayed by emotional triggers as anyone else. Trust, confidence, and personal connection often trump price and features.
But what do B2B marketers do? They keep drowning customers in dull facts and figures, hoping logic will do the trick.
It's like trying to seduce someone with a tax return.
Spoiler alert: it doesn't work.
According to Google's "From Promotion to Emotion" study, B2B customers are even more emotionally connected to brands than B2C consumers.
Humans make B2B decisions. Not robots. Not AI. Humans.
If you're relying solely on logic, you're missing the boat.
The Data Delusion
Now, I'm not saying data isn't important. It is.
But it's the appetiser, not the main course.
Data tells you what happened, but it doesn't make people care.
When was the last time a spreadsheet made you cry? When did a pie chart inspire you to take bold action? How often does a bulleted list of features keep you up at night, buzzing with excitement?
Neuroscience shows that emotional triggers are what truly influence decisions.
People remember stories, not statistics.
They connect with brands that evoke trust, confidence, and personal connection. Emotional engagement can turn a lukewarm prospect into a loyal customer far more effectively than the most comprehensive list of specs and benefits.
As Maya Angelou wisely said,
People will forget what you said, people will forget what you did, but people will never forget how you made them feel.
Emotions Rule
The most successful B2B brands get it.
They've cracked the code and realised that emotions are the secret weapon that can increase customer loyalty, engagement, and ultimately, grow sales.
Apple, the undisputed master of emotional manipulation. They don't just sell iPhones; they sell a lifestyle, a sense of belonging, and the promise of a better, more creative future.
Look at Slack. They don't just offer software; they sell the dream of a more collaborative, productive, and fun workplace. Their marketing isn't about features and specs—it's about the joy of streamlined communication and the satisfaction of a job well done. Slack makes you feel that using their tool will transform your work life into something more efficient and enjoyable.
These brands understand that humans are emotional beings.
It's not about what your product does; it's about how it makes people feel.
In the B2B world, it’s no different.
Your customers are not just looking for solutions; they're looking for partners who understand their needs, dreams, and challenges. They want to feel confident, inspired, and supported.
B2B Marketing Examples With Emotion
1. Teamwork: The Client
Teamwork.com's campaign “The Client“ has attracted over 2.4 million views on YouTube. The campaign humorously points out the frustrations of last-minute client changes and unreasonable timelines, positioning Teamwork as the solution to these problems. Nice work 👏
2. So yeah, we tried Slack” – Slack
Slack created a clever mockumentary-style video ad. While, the campaign is amusing, and it also provides valuable information tailored to its audience’s needs and pain points.
3. Become a Host – Airbnb
Instead of overwhelming the audience with statistics and details upfront, Airbnb uses storytelling to highlight the benefits, creating a personal connection.
The Emotional Marketing Playbook
Tell Stories That Don't Bore: Stop boring your audience with feature lists and technical jargon. Tell stories that captivate, inspire, and make them feel something. Share customer success stories that highlight real-world impact and showcase the human side of your brand.
Speak to Their Desires: What keeps your customers up at night? What are their deepest desires and aspirations? Tap into those primal emotions and show them how your brand can help them overcome their challenges, achieve their goals, and become the badass they were born to be.
Get Real: Vulnerability is the new black. Share your company's struggles, setbacks, and lessons learned. Be human, be relatable, and show your customers that you're not just a faceless corporation, but a team of real people who care about their success.
Humor: Your Not-So-Secret Weapon: Don't be afraid to crack a joke, make a meme, or share a funny anecdote. Humor is a universal language that can break down barriers, build rapport, and make your brand more memorable.
Visual Storytelling: A picture is worth a thousand words, especially in the attention-deficit world of B2B. Invest in high-quality visuals that tell your brand story, evoke emotions, and leave a lasting impression.
My Final Thoughts - The Future of B2B Marketing is Emotional
The B2B world is finally waking up to what B2C has known for years: emotions drive decisions. It's time to stop boring your prospects to tears and start inspiring them to action.
Remember Ogilvy's wisdom: "People don't think how they feel, they don't say what they think, and they don't do what they say."
Emotions drive decisions, not logic.
Next time you're planning a B2B campaign, ask yourself: "Would this bore my actual customers to tears?"
If yes, burn it and start over.
Now go make your B2B marketing less boring.
You're welcome.
The Rabbit Hole - For Those Who Want to Go Deeper
Check out these hand-picked resources:
Recommended Books:
Confessions of an Advertising Man
Good Reads:
The Harvard Business Review - The B2B Elements of Value: This article is about understanding what B2B buyers value. It discusses the importance of understanding both the rational and emotional factors that influence B2B purchases. Businesses need to consider these factors to avoid becoming a commodity.
The Harvard Business Review - What Do Your B2B Customers Really Want?: This is an article about understanding B2B customer needs. It discusses the importance of considering psychological factors in addition to rational ones. The author argues that focusing on autonomy, relatedness, and mastery can improve customer service.
B2B branding is boring, but it doesn’t have to be: The author argues that B2B companies can improve their branding by focusing on the emotional impact of their brand.
Outstanding. Businesses don't buy, people do -- that's the bottom line. Anyone who masters David Ogilvy and the bonus Rory Sutherland principles is light years ahead of the pack.
Love when you recommend books in the end.