The influence of emotion in storytelling is often underrated when it comes to B2B marketing. Yet according to a research report by Google and CEB Global, B2B decision-making is even more emotion-based than B2C. Which means that B2B campaigns that use emotional messaging are more effective than those that stick only to logic.
In this five-minute talk, I explain why leveraging emotion in our campaigns is more crucial than ever and share three guidelines for how to do it well.
About the Author
With more than a decade of journalism experience for top publications, Megan uses research and storytelling to clarify brand identities, create messaging strategies and bring client solutions to life through multiple channels.