In heavy industry, business-to-business (B2B) marketing communication is often flooded with technical specifications, performance data, and total cost of ownership (TCO) analysis. However, industrial procurement people—just like receivers of business-to-consumer (B2C) communication—are influenced by emotions when making purchasing decisions. That doesn’t mean that logic and rational arguments aren’t important ingredients, but they won’t make the whole cake. Brands need to establish meaningful emotional connections if they want to gain a competitive edge. To stand out from the competition.
This article dives into how B2B brands can make use of storytelling, the correct tone of voice, and visuals to create emotional appeal, why tech specs alone will not do it, and how trust and reputation play a crucial role in long sales cycles.
Emotions in highly technical B2B industries
Despite conventional wisdom suggesting that B2B decisions are purely rational, research consistently proves that this is not the case. On the contrary, emotion plays a key role. A study by Google and CEB found that B2B brands that create strong emotional connections with buyers are twice as likely to be chosen over competitors. Yes, you read that right—twice as likely!
This emotional connection can come from different places:
- Brand trust and credibility—Customers and partners prefer brands that convey reliability and long-term commitment.
- Perceived industry leadership—A strong reputation reinforces customer confidence in choosing a supplier. If they think you’re an expert, well, then you’re an expert.
- Similar company values—Customers and partners are more likely to do business with brands that align with their mission and priorities.
These factors (and others) influence decisions beyond purely rational arguments, reinforcing the need for brands to develop an identity that resonates emotionally with their target audience.
Tech specs are crucial, but not enough
Superior product performance and the best TCO. Think that’s all you need to succeed in any heavy industry? Think again. Naturally, those parts are important. Hygiene factors, to be honest. But I dare say that they are never the sole reason buyers choose one brand over another.
Here are some obstacles that can arise when relying only on tech specs and rational arguments:
- The commodity trap—When the only thing distinguishing your offer from the company next door is price, that becomes your only bargaining chip. And it’s a very poor one.
- Tech spec overload—There’s a limit to how much data and specifications a customer needs. At some point, they need context, relevance, and emotional connection.
- Same same? When all potential suppliers claim the same (or very similar) technical advantages, customers shift their focus. Then, the winner will be the one with the best perceived trust, reliability, and brand reputation.
To mitigate these obstacles, it’s a good idea to humanize your company’s communication efforts by adopting more emotion-driven messaging in parallel with the technical stuff.
Storytelling can create emotional connections
It seems to be the case that people like stories. In the realm of B2B marketing communication, I’m not referring to the fictional type but rather your real-world observations and anecdotes. They have a better chance of building an emotional bond with your customers and stakeholders than facts and figures ever will.
Case stories, or customer success stories, can show how your brand’s product or solution improved efficiency, increased safety in operations, or elevated profitability for other companies. It’s something that’s relevant and relatable for potential customers.
You can share your brand’s legacy, vision, and mission by telling a story. To show your history, your values and your purpose can build trust and long-term brand affinity. It’s also a way of demonstrating how your company adds value to the industry, in terms of innovation and game-changing solutions. If you have something amazing, let the world (or at least your industry peers) know about it.
One great example is John Deere, a leading manufacturer of agricultural, forestry, and construction equipment. The brand doesn’t just market their machinery, they share stories from their customers and end-users. Farmers and builders who help shape the world we live in. Therein lies another key benefit of utilizing customer stories in your marketing communication: It’s always more powerful when others say how good you are than when you do it yourself.
By emphasizing resilience, innovation, and community impact, John Deere fosters emotional connections with its customers, making the brand more than just a supplier of heavy machinery. Did you know that the founder of the company, John Deere, never saw a tractor with his name on it?
Stay true to your visual and verbal identity. Always, without exception.
Remember when you were in your teens and changed clothing style and haircut every other month? That’s not how brands should behave in the market. To build trust, consistency is key. Here are some things to lock down:
Tone of voice
A warm, humble, and customer-focused tone builds credibility. Excessively complex terminology and jargon-heavy messaging, on the other hand, can distance you from potential buyers. Yes, even in highly technical industries.
Visuals and design
In heavy-industry B2B markets, a “clean” and uncluttered appearance creates a sense of seriousness and reliability. Don’t let your buddy’s cousin’s son design your logo and visual identity. (Unless he’s a seasoned graphical designer.)
Photography and videos demonstrating real-world product applications help humanize your offering. But make sure it’s done by professionals. A photo of an operator without the correct safety gear can ruin your reputation.
And don’t forget things like music, your sonic logo, and motion branding. They’re all important pieces of the big picture—elements that work together to shape how buyers perceive your brand before even engaging with a sales representative.
Consider long sales cycles an opportunity
Sales cycles in B2B and heavy industry are notoriously long and involve many different stakeholders, both internal and external. While some see this as something of a hindrance of cash flow and topline growth, it also lets you create emotional branding to help maintain engagement over time.
Some things you can work on:
- Consistency across touchpoints—Make sure that a unified brand message is communicated through all touchpoints – from digital banner campaigns to trade shows.
- Creating value beyond products and solutions—By crafting white papers, providing industry insights, and showing up as keynote speakers at important events, you can foster long-term trust.
- Building long-lasting customer relationships through communication—If you show real interest in, and address, your customer’s specific pain points, you can cement the perception of your brand as an expert and strengthen loyalty.
The missing piece of the B2B branding puzzle?
The emotional connection between B2B brands and customers is sometimes overlooked, but it plays a crucial role in forming perception and long-term relationships. Tech specs and product performance remain essential, but brands that incorporate storytelling, a strong visual identity across all touchpoints, and human-first messaging will have a better chance of standing out in a crowded marketplace.
In the next article, I will explore how inconsistency in branding can erode trust and what industrial brands can do to maintain credibility over time. Stay tuned!
Cover image: Kovalenko I