A trump card for B2B marketers

‘Sentiment’ is a term that is seldom associated with B2B. As a rule, the B2B buying process is governed by iron-clad logic and practicality, rather than emotions. Yet, we cannot forget that behind the business front, it is a human who would ultimately make the purchase decision. In fact, studies have shown that personal value of a product or service has twice as much impact as the business value.

Thus, getting to know the attitude, emotions and thoughts of customers about your brand or solution can greatly help you improvise your marketing strategy. Now, when we hear the term ‘sentiment analysis’, we imagine sophisticated algorithms that measures opinions, attitudes and emotions based on social conversations. If you do not have the resources to do so, there are plenty of other ways to track customer sentiment.

One of the best ways to do so is to simply ask them for feedback. Given that they are investing in your product or service, they will be happy to tell you their expectations.

Whether you are engaging in email or verbal communication, pay attention to the undertone of the written or spoken word. Whether they sound content, neutral or frustrated will give you an idea of the next step to take.

Employing social listening strategies will also help this endeavour. Direct feedbacks are certainly helpful, but customers tend to express their opinions more freely on social media. Listening for any mentions or discussions about your brand, or your industry will not only help you know what they are thinking about you, but also give you a deeper insight into the challenges faced by them.

Final Words

For successful conversions, marketers need to look at their customers as not only the buyers of their products, but also as humans with emotions and opinions. Employing the practices of sentiment analysis will grant you access to a gold mine of information that will help you hyper-focus your messaging, improve marketing strategy, and increase revenues.


Digital Marketing Manager TSL Consulting Pvt. Ltd.