About this episode

Talia Wolf discusses the emotional aspects of B2B purchasing decisions and shares her emotional targeting framework.

Most people believe B2B buyers make rational, spreadsheet-driven decisions while consumers buy on impulse. Talia Wolf, founder of GetUplift and bestselling author of Emotional Targeting, says that's backwards. In this episode, Howie Chan sits down with Talia to break down why B2B purchases often carry more emotional weight than B2C ones, and why self-image and social image quietly drive nearly every decision a person makes. Talia shares the exact interview questions she uses to uncover emotions that customers can't articulate themselves and lays out her three-part emotional targeting framework — research, audit, and testing. You'll learn how to identify the hidden emotional triggers behind your customers' decisions, why B2B may be more emotionally driven than B2C, and why data alone rarely wins deals. Chapters: 00:01:40 Self-Image vs Social-Image 00:07:51 The B2B Emotion Myth 00:11:39 What Emotional Marketing Actually Means 00:14:40 The Value of Social Listening 00:22:46 Questions That Reveal Your Customer’s Hidden Emotions 00:30:21 Copying Competitors Won't Save You 00:34:45 The 3-Part Emotional Targeting Framework 00:46:33 Emotional Targeting in Everyday Life 00:51:12 Using…

People in this episode

Host: Howie Chan

Guest: Talia Wolf

Topics covered

• B2B marketing
• emotional targeting
• customer decision-making
• self-image
• social image
• emotional marketing

Keywords

• B2B
• emotional targeting
• customer emotions
• marketing strategy
• self-image
• social image
• decision-making

Mentioned in this episode

Organizations: GetUplift, The Behavioring Company

Books & works: Emotional Targeting

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