MNPR Blog

Tuesday, January 05, 2010

BMA-Minnesota Event Highlights Role of Emotions in B2B Marketing



Dan Hill, Ph.D., author of “Emotionomics,” to share insights at February event for organizations to be more effective in marketing efforts

While the B2B decision-making process may be more complicated and involve more people than the B2C process, the two have more in common than many may think. To look at the commonalities and the role of emotions in both, the Minnesota chapter of the Business Marketing Association (BMA-Minnesota) will host “(On-Message, So Yesterday) On-Emotion: The Essence of Effective Advertising” on February 11, 2010.

The session will be led by Dan Hill, Ph.D., president of Sensory Logic, Inc., and author of “Emotionomics: Leveraging Emotions for Business Success.” Hill is a recognized expert on the role of emotions and body language in business. Hill’s book, Emotionomics, was chosen by AdAge as one of the 10 books you should have read in 2009.

“While B2B and B2C marketing differ in many ways, there are many similarities because, in the end, it’s all B2P – business to people,” said Heidi Wight, vice president of programming for BMA-Minnesota. “Research has shown that people are primarily emotional decision makers, and connecting through relevancy, credibility and loyalty is important to communicate value successfully.”


Hill’s presentation will address:
  • Emotions rule: scientific basis of why everyone feels before they think
  • How B2B is really B2P
  • Guiding rules and examples for B2B marketing


The event will be held on Thursday, February 11, 2010 at the Metropolitan Ballroom in Golden Valley, Minn., and will run from 8:00 to 9:00 a.m. Registration and breakfast will begin at 7:30 a.m. The cost of the event is $30 for BMA members and $45 for non-members. Attendees can register online at www.bmaminnesota.org through February 8, 2010. There will be a limited number of walk-up registrations also available.