Try being irrational

Image of hands grabbing principles

Again, B2B buyers are humans too. They’re perceived as being profoundly rational compared to B2C customers but that’s simply not the case. They’re only marginally more so.

Rational persuasion does work well in short-term sales activation – people are more action oriented and fund buyers are looking for information about products that is interesting and useful. But when it comes to long-term brand building we’re pulling on altogether more emotional levers. We’re looking to ‘emotionally prime’ potential customers so they have a much more visceral reaction to our brand, an almost irresistible pull to buy when the time comes.


Emotional priming is much more effective for B2B brand building –because it does not require fund buyers to be actively interested – as long as it is engaging they will remember.

Download the full Asset Management 12 ½  Principles for brand and advertising effectiveness.

Source: The LinkedIn B2B Institute

Runway East
Aldgate East
The Hickman Building
2 Whitechapel Road
London E1 1EW