B2B brands have stronger emotional bonds with customers than B2C brands.
According to a new study by the Corporate Executive Board (CEB), 40% to 70% of customers feel an emotional tie to such brands as Oracle, Accenture, FedEx, SAP and Salesforce.
In contrast, only 10% and 40% of customers feel an emotional tie to such brands as CVS, L'Oreal and Wal-Mart.
Most of us are taught—and believe—that B2B customers care only about the business value a brand delivers.
But, based on its findings, CEB urges B2B marketers to adopt campaigns that focus on the fulfillment of customers' personal and emotional needs.
B2B campaigns that promise personal value have twice the impact of those promising business value, as demonstrated by recent campaigns by Xerox, Grainger and Edwards Lifesciences.
