Upshot Study: Emotion Matters, Even in B2B Marketing

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Upshot, a Chicago-based marketing agency with a focus in business-to-business marketing, released a research study that validates using emotion in B2B marketing instead of a typical rational approach. The whitepaper, titled “Proving the Value of Emotion in B2B Marketing Communications,” is available for download at j.mp/EmotionB2BMrktg.

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Against all the cynicism surrounding B2B marketing, tapping into people’s emotions absolutely has an impact on their reactions to marketing messages

Upshot, a Chicago-based marketing agency with a focus in business-to-business marketing, released a research study that validates using emotion in B2B marketing instead of a typical rational approach. The whitepaper, titled “Proving the Value of Emotion in B2B Marketing Communications,” is available for download at j.mp/EmotionB2BMrktg.

In partnership with award-winning online research consultancy, BrainJuicer, the quantitative research sought to prove that affecting emotion is a more effective way to influence all kinds of B2B decision makers. A new digital magazine concept was presented (via mood clips) to 261 pre-screened decision makers, randomly split into two sets—half viewed a depressing clip and the others viewed an inspirational clip. The results revealed a striking difference between the two sets with regard to their reaction to the concept and ultimately, their purchase intent.

“Against all the cynicism surrounding B2B marketing, tapping into people’s emotions absolutely has an impact on their reactions to marketing messages,” said Lionel Knight, SVP of Planning at Upshot. “B2B marketers should work to inspire their audience with creativity, be it a conference event, a website, a sales presentation or advertising.”

So what does this mean for marketers? You can (and should) work to affect emotions in your messaging and visual stimuli. Emotion is a powerful tool and deeply affects the way business decision makers react to marketing communications. Now that’s a rational argument.

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About Upshot
Upshot (upshot.net) is an independent Chicago-based marketing agency that inspires people to take action with a focus on consumer, shopper and business-to-business marketing. Clients include Procter & Gamble, Crown Imports, Hilton Worldwide, SUBWAY® Restaurants, New Balance and Kraft Foods.

About BrainJuicer
BrainJuicer Group PLC is a thriving international marketing consultancy founded in 1999. The company provides fresh, validated, consumer-driven insight to 11 of the world’s top 20 consumer companies and their creative agencies and other marquee clients in FMCG, food and beverage, retail, financial services, electronics, health and beauty and entertainment. BrainJuicer specializes in helping clients with their innovation programs, focusing on insights, concepts and communications. The company’s innovative solutions have gained notice in the industry, which has come to regard BrainJuicer as a true thought leader and change agent. Further information on BrainJuicer can be found at http://www.brainjuicer.com.

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Kristie Ritchie
Upshot
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