B2B marketing (business-to-business marketing) refers to marketing activities aimed at selling products or services to other companies or organisations. Although B2B marketing is a business context, it is important to note that decisions are still made by people. Therefore, understanding the human psyche and applying neuromarketing principles is also crucial in B2B marketing.

In B2B marketing, the target groups are generally more specific and purchasing decisions are often based on rational criteria such as functionality, quality, price and service. However, emotions and subconscious factors also play an important role here. For example, trust, sympathy and brand image can play an important role in the decision-making process.

By applying neuromarketing principles, B2B marketers can develop a better understanding of the needs and desires of their target audiences and adapt their marketing messages and tactics accordingly. For example, by addressing the needs of the limbic system, which is responsible for processing emotions, B2B marketers can build a stronger connection with their target audiences and present their messages in a way that triggers a positive emotional response.

Overall, neuromarketing is also an important tool in B2B marketing for establishing a better connection with human decision-makers in companies and ultimately improving the success of marketing campaigns.