No emotions = no business, also true in B2B


Neuromarketing in B2B

Neuromarketing is often perceived as being a consumer business or B2C issue. I regularly get the question if Neuromarketing has something to offer to the B2B (Business to business)?

My first answer to this question is what B2c and B2B have in common is “All business is human”. Of course B2B stands for a commercial relationship between two organizations, but people represent these organizations.  This means that whatever insight Neuromarketing brings to understand how people take their decisions can also be applied to B2B.

As to where it seems easier to admit emotions are key in B2C, the nature of B2B relations can make us believe (and thus perceive) rational behavior drives the decisions in B2B. In fact, it is often true that the complexity of products/services or the strategic and/or financial implications within B2B business requires a solid thinking process as an essential part of the decision process.

But then, why do we say after such a solid thinking process “I FEEL good about this decision”? Neuroscientists such as Antonio Damasio think there is enough evidence to state that without emotions we are unable to make decisions. Related to B2B this means that if you need your customer to take a decision you can’t limit yourself to rational argumentation. You will also need to create room and design processes and instruments to communicate emotion in order to help your customer take his decision.

In conclusion we can say that on a pure emotional level B2B and B2C are not different as both are based on people interacting. What will differentiate them are the tools and the channels to put in place in order to optimize the mix between emotion and rationalisation.

About Bart Norré

Marketing and strategy are my passion since more than 25 years I perceive marketing as a profound human dynamic: emotions are the core subject of marketing. That’s why I am strongly interested in Neuromarketing and NLP. I love start-ups and believe in pioneership. As an executive manager I was involved in two famous start-ups in Fribourg, Switzerland. The IMTF group that evolved from 7 to 250 headcounts during my leadership of the company’s marketing strategy and Dartfish SA that has today sold more than 150’000 licenses of the software conceived and marketed by the department I led. 2003 I understood that my proficiency would bring more to society if it would become available to more than one company at once. The 3rd of March 2003 (03.03.03), TM Tandem Marketing was born with the mission to deliver integrated services and coaching to SMB’s. I love to share my passion and beside my two blogs (French and English) I teach at the School of Management in Fribourg and the University of Applied Sciences and Art of Western Switzerland.
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