The Reality of Emotion in Business Buying Teams

While business-to-business buying teams may describe their decisions as rational and objective, research shows that over 60% of their expressed views and affinity are influenced by emotional factors. These include a desire to reduce risk, gain greater control, and shape how others perceive them. Understanding these emotional drivers helps build a sense of relevance and value for recommenders, influencers, and decision makers.

Recognizing these factors enables marketing and research teams to create messaging and campaigns that resonate on a deeper level. Addressing the emotional needs of the buying team establishes stronger connections and aligns marketing content with what truly matters. This insight helps organizations influence perceptions and buying behaviors, ultimately leading to more effective engagement and better business outcomes.