A report from Upshot found that B2B marketing campaigns need more emotion to improve conversions.

Content marketing can help B2B marketers convey a sense urgency among their prospects about the need for their services.This is a benefit companies should consider, as a report from Upshot found that marketing campaigns aimed at businesses are struggling to evoke emotional responses that often trigger purchases.

While any B2B purchase decision is going to be made based on the best value for the buyers, companies targeting these organizations have grown increasingly bland in their marketing efforts, according to Upshot. Using content marketing to create material that demonstrates an understanding of the pain points for a prospect will appeal even more than articles focusing solely on value to a target audience.

Upshot’s research found that similar marketing campaigns, one focused solely on the industry and one with a more uplifting message, produced different results. The study suggests an initiative that shows both the value of certain products or services along with a positive message is more likely to result in conversions.

“Against all the cynicism surrounding B2B marketing, tapping into people’s emotions absolutely has an impact on their reactions to marketing messages,” Lionel Knight, senior vice president of planning at Upshot, said in a release. “B2B marketers should work to inspire their audience with creativity, be it a conference event, a website, a sales presentation or advertising.”

Brafton recently reported that companies using content marketing often struggle to retarget their articles when they gather more information on prospects. Using custom reporting to identify frequently ignored campaigns versus those experiencing more success should help companies adjust their initiatives for maximum return.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.