Emotion in B2B Buying

A lot of consumer branding is about rewarding the buyer with those emotions—whether it’s the momentary joy of a chocolate bar or the satisfaction of perfectly crispy oven chips. These emotions are tied to small, everyday decisions that don’t carry much weight. Buy the wrong chocolate, and you’ve lost a pound and maybe some goodwill with your taste buds. But in B2B, the emotional landscape couldn’t be more different.

Here, branding isn’t about joy or delight. It’s about reassurance. While B2C brands reward the consumer, B2B brands must calm the buyer.

The Emotional Weight of B2B Decisions

B2B purchases are complex. They’re expensive, high-stakes decisions made by groups of people, not individuals. On average, 4.5 stakeholders are involved in a single B2B purchase*. Each of them has their own fears, hesitations, and objectives—and every one of them is trying to avoid being the person who screws up.

This fear—the fear of failure—dominates B2B buying decisions. It’s why the sales process takes so long, why so many companies fall back on “safe” choices like IBM or McKinsey, and why, according to Matt Dixon in The Jolt Effect, between 40% and 60% of B2B purchase journeys end in no sale at all. When consensus can’t be reached among stakeholders, fear takes over. Sticking with the status quo feels easier, safer, and less risky than making a bold choice that could backfire. Fear, anxiety, and hesitation aren’t just obstacles in the process—they’re the emotional undercurrents that shape how brands need to communicate.

But here’s the nuance: fear isn’t the only emotion at play. While buyers want to avoid disaster, they’re also looking for something more positive. Relief. Confidence. Trust. And maybe, deep down, the quiet satisfaction of making a smart, transformative decision. The tension between these negative and positive emotions is what makes B2B branding so challenging—and so powerful.

What This Means for B2B Branding

If fear is at the forefront, what does this mean for branding? Traditionally, B2B communication focuses on mitigating fear through trust and competency. Case studies, credentials, and technical detail dominate. The message is clear: We’ve done this before. You’re in safe hands. This is why so many B2B brands sound the same—solid, dependable, but ultimately forgettable.

And while this approach makes sense, it’s not enough. Brands that focus solely on reassurance risk becoming formulaic, verbose, and boring. They tend to take things to extremes, with comms so packed full of technical ‘showoffery’ the average reader is lost. So, they miss an opportunity to connect on a deeper, more emotional level by acknowledging the buyer’s real thoughts and feelings.

A Braver Approach: Embracing Fear

What if instead of just reassuring buyers, brands leaned into their fears? What if they addressed the doubts and hesitations openly, with confidence and a touch of humour? For example:

“We know what you’re thinking. We’re not big enough to handle your business. But here’s the thing: our size means you get personalised service from senior experts who own the business. You won’t be farmed out to the juniors. You’ll get the best because we’re small enough to care.”

This kind of honesty is arresting. It reframes potential negatives as positives and shows buyers that the brand truly understands their emotions. It also signals confidence—the kind of confidence that makes people sit up and pay attention.

The Nuance of Positive Emotions

While fear dominates the early stages of the buying process, it’s not the whole story. B2B buyers also want to feel confident, competent, and relieved by their decision. They want to trust that they’re making the right choice—not just for the organisation but for their own reputation. A great B2B brand knows how to guide buyers through this journey, turning fear into relief and hesitation into confidence.

Take the IBM example. Yes, their brand is safe. But it’s also aspirational. Choosing IBM isn’t just about avoiding risk—it’s about aligning with a brand that feels powerful, innovative, and world-class. This duality is where the magic happens: balancing reassurance with aspiration.

Why This Matters

B2B branding is often treated as rational, logical, and dry. But people don’t stop being human just because they’re at work. Fear, trust, relief, and even pride all play a role in B2B decisions. Brands that acknowledge these emotions and find ways to speak to both the negative and positive will stand out in a sea of sameness.

By being brave, honest, and self-aware, brands can create deeper connections with buyers. They can turn fear into trust and hesitation into confidence—and they can do it without losing the professionalism and credibility that B2B buyers demand.

So, what’s the takeaway? Understanding your customers’ emotions isn’t just a nice-to-have. It’s the foundation of effective B2B branding. And the brands that get it right are the ones buyers will remember—and choose—when it matters most.

*From The Challenger Customer: Selling to the hidden influencer who can multiply your results. By Adamson, Dixon, Spenner and Toman.