E90: B2B marketing is all about logic, right? Think again.

In this episode of B2B Marketing Futures, Joaquin Dominguez is joined by Becky Stables (Catalyst IT) and Rachel Behrens (Workiva) to explore a powerful but often overlooked force in B2B: emotion. They discuss why emotional appeal isn't just for B2C, how to make space for it in long buying cycles, and why trust and authenticity matter more than ever. From public sector data projects to field marketing surprise moments, Becky and Rachel share how emotional storytelling drives engagement—and where it can go wrong. Whether you're building webinars, brand campaigns or customer journeys, this episode will leave you thinking differently about how to connect with your audience.

From navigating long buying cycles to building brand affinity in enterprise sales, this is a conversation that challenges the myth of the “rational B2B buyer.”

🎙️ Listen now to learn:

• Why emotional engagement drives action—even in complex B2B deals
• How to build trust before your first sales call
• Tips for injecting human connection into your brand and events

Hosted on Acast. See acast.com/privacy for more information.