Walk West serves clients of all sizes, ranging from financial institutions to consumer retail stores. Our philosophy is rooted in a growth strategy for our partners, which involves creating content flows, innovative ideas, and effective strategies that accelerate growth and equip sales teams with the necessary collateral to thrive. Once you get past the buzzwords like funnels, leads, qualified this, and pipeline that, it comes down to raw human psychology for that contract to be signed. Do you understand the person behind the persona who makes these high-stakes purchase decisions? We can introduce you.
From B2B to P2P
B2B buyers are humans first, decision-makers second. Yet, most enterprise marketing treats them like emotionless, logical machines. The research is clear: emotions drive B2B purchasing decisions just as much as B2C, but the emotional triggers are different.
Fear, ambition, and social proof dominate B2B emotional landscapes. Fear of making the wrong choice, ambition to drive business results, and social proof from industry peers. Smart brands tap into these emotions while providing the logical justification buyers need to defend their decisions. Incorporating this into your marketing strategies is the best way to replace B2B with “person 2 person” messaging.
B2B doesn’t have to be Blah2Blah
A creative campaign Walk West created for a data storage and security client, demonstrates this balance by using relatable humor and music to tell the story. Instead of leading with technical specifications, we opened with the emotional reality of a big tech issues, from the perspective of the IT manager. The technical details came later in the form of content, sales collateral, and landing page funnels, but the emotional investment was established with a character, catchy tunes, and funny dancing.
We’re All People, After All.
The psychological triggers that consistently work in enterprise marketing: loss aversion (what happens if you don’t act), social proof (what similar companies are doing), authority bias (expert endorsements), and urgency (limited-time opportunities or competitive advantages).
But here’s the nuance: B2B emotions are often career-focused rather than personal. The buyer isn’t just choosing a solution—they’re betting their professional reputation on the decision. Address both the business outcome and the personal career impact to create a compelling emotional connection.
The winning approach acknowledges that behind every enterprise purchase is a person who wants to look smart, minimize risk, and drive results. We can create the branding, storytelling, and strategies that help any buyer feel it.
