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

Megan Feldman

Senior Storyteller

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.