This blog post was created based on Adam Ortman’s feature on the “Exploring Growth” podcast with Lee Murray. Listen to the full podcast, “How to Turn Buyers into Brand Advocates,” here.
Here’s a fun fact for you—did you know that emotionally connected customers have a 306% higher lifetime value?
That’s not a typo. Finding ways to connect with your buyers is your golden ticket to lifelong loyalty.
But it’s not without its challenges. In fact, many brands continue to miss the mark when it comes to cultivating emotional connections. And when they do, customers are left feeling like just another invoice number.
You’re better than that.
Building those authentic emotional bonds doesn't only apply to B2C brands like ice cream companies or sneaker kings. Even in the B2B world, where deals are inked over multi-page contracts, emotional connections reign supreme.
Why? Because the truth is simple: people do business with people. And when you create connections, you’re not just earning their business; you’re earning their trust, loyalty, and maybe even their fandom.
Want to know how to transform buyers into loyal brand advocates? Keep reading, because we’re about to outline exactly how you can make meaningful connections at every stage of the customer relationship.
Why Emotional Connections Matter in B2B
Here’s the secret nobody tells you: B2B decision-makers aren’t robots—they’re real, live humans with real, meaningful emotions. They might be analyzing numbers and weighing KPIs all day long, but their choices are still heavily influenced by how your brand makes them feel.
That’s why standing out isn’t just about having the smartest tech or the prettiest algorithms. It’s about breaking through the “vendor” box and becoming their trusted partner. You have to make them feel valued, understood, and totally hyped about working with you.
Need proof? A study by Google and CEB found that buyers are 50% more likely to pay a premium price to businesses they feel an emotional connection with. The math is clear—emotion equals loyalty (and higher revenue).
The Parallels Between B2C and B2B
“But hang on,” you might say, “isn’t emotional marketing a B2C thing? B2B is all decisions and logic.” Nope. If the thought has crossed your mind, think again.
B2C brands thrive by creating “feel-good” moments to foster loyalty—think freebie samples or heartwarming Super Bowl ads. The strategies might look different in B2B, but the essence is the same. The choice of a SaaS tool or agency often boils down to which company makes the buyer feel the most confident and cared for.
If you want to remain top of mind and ahead of the competition, creating emotional connections with your buyers isn’t optional. It’s how you win.
Key Stages to Build Emotional Connections
Like any good Netflix series, building emotional connections has clear stages. And just like episode cliffhangers, each one should leave your buyers excited for what’s next.
1. Onboarding—Set the Tone
First impressions are everything. Your onboarding process is your chance to roll out the red carpet and tell your buyers, “You made the right choice.” Fail here, and you risk sparking buyer’s remorse before your relationship even gets off the ground.
Set Clear Expectations
Remember, clients don’t want to feel like they’ve been ghosted. Lay out timelines and deliverables upfront—what to expect in weeks 2, 4, or 6—and keep them in the loop every step of the way. Uncertainty breeds doubt, so replace question marks with clarity.
Tailor Communication Methods
Is your client an email-all-day kind of person? Or do they live on Slack? Do they prefer quick phone calls over lengthy emails? Finding their preferred communication style makes everything smoother and shows you care about how they work best.
Leverage Technology
Use tools like project management software to make onboarding seamless. Automation and templates can keep things humming behind the scenes while giving your workflows that “we’re-on-it” polish.
2. Sustaining Relationships—Show Them the Love
Once you’ve wowed them during onboarding, your next mission is to keep that connection glowing bright. This is where long-term trust is built, brick by brick.
Proactive Communication
Don’t assume your hard work is invisible. Tell them about all the effort happening behind the curtain—whether it’s hours spent brainstorming, fine-tuning a strategy, or digging into hard data. It’s your story to tell, so own it.
Add Leadership Visibility
Ever had a CEO disappear right after the contract is signed? Don’t be that company. Have senior leadership pop into meetings or touchpoints now and again. It reinforces that their business is important, top to bottom.
Celebrate Early Wins
Everybody loves a victory lap, so don’t be shy about celebrating even the small wins. Crushing a project milestone or saving the client some cash? Celebrate it! It validates their decision to choose your brand while keeping the vibes high.
3. Adding Long-Term Value—Stay Relevant
Building a connection that lasts means proving your worth over and over again. It’s not just about delivering results—it’s about ensuring your clients feel like you prioritize their success every day.
Go Beyond Scope
Want to wow your clients? Look beyond the transactional. Offer insights or solutions that fall outside your direct responsibilities. For example, identify how one of your strategies might help sales or product teams. Expanding your cross-department visibility can lead to deeper integration of your services.
Tie Efforts to Results
Clients care about results. Draw direct lines between your services and their goals. Whether it’s cutting costs or boosting revenue, show them the ROI your partnership delivers. Numbers speak, and you want them working in your favor.
Survey for Feedback
Sometimes, the simplest way to deepen relationships is to ask for feedback. Tools like Microsoft Forms make it easy to gather insights about your performance—and demonstrate to clients that their opinion is valued.
Turning Buyers into Brand Advocates
An emotionally connected client isn’t just loyal—they’ll sing your praises. Here’s how you turn those connections into full-blown advocacy.
Be a Strategic Partner
Step beyond vendor status. Show your client you’re invested in their success beyond deliverables. Focus on fostering collaboration and mutual growth—clients will notice.
Create “Surprise and Delight” Moments
Small gestures make a big impact. Send them a handwritten thank-you note or celebrate a milestone with a curated gift basket. It’s memorable, thoughtful, and shows appreciation for their trust.
Leverage Feedback
Ask your clients directly if they’d recommend you. When the answer is yes, you’ve found your advocates. Use that relationship to build referrals or feature their testimonials in your marketing.
Foster Internal Champions
Build relationships with multiple stakeholders in your client’s organization. People leave companies, but relationships with internal champions can keep your services rooted within the business.
The Bottom Line
At the end of the day, business is about relationships—and emotional connections are the secret to forging unshakable ones. Value your buyers, celebrate wins (both big and small), and deliver consistent results.
At Kinetic319, we believe in the power of authentic connection. If you’re ready to transform your client relationships and turn buyers into loyal brand advocates, book a free strategy call with us today.
Your relationships are your business’s greatest asset. Build them. Nurture them. And watch them flourish.