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Leveraging Emotions in B2B Marketing on LinkedIn

August 16, 2017

After recently adding video ads to its suite of marketing tools, LinkedIn’s now looking to highlight the value of the option, with a new report showing how video content, in particular, can be hugely influential in one of the platform’s key areas of focus – B2B interactions. And according to LinkedIn’s data, video ads can play a significant role in the B2B process in a way you may not have considered – B2B sales are highly influenced by emotional factors. In fact, B2B buyers are 50% more likely to make a purchase based on emotional vs functional value, while up to 86% of B2B buyers see no real difference between suppliers – an opportunity to use emotional connection to stand out.

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