You don’t need to make farmers cry. You just need to make them care.

In B2B marketing—and especially in agri-marketing—we often pride ourselves on logic, data, and rational messaging. After all, our audiences are experts. They’re evaluating risk. Comparing specs. Making serious decisions.

But even in the most technical sectors, emotion still drives behavior.

Emotion isn’t a distraction from rationality—it’s the filter through which rationality flows. And in a category like agriculture, where trust, tradition, and community run deep, emotion can be your most powerful tool.

What is emotion, really?

Emotion is the brain’s way of tagging what matters. It’s a fast, intuitive system that shapes what we notice, how we feel, and what we remember. Neuroscientists describe it as a coordinated response to meaningful stimuli—part instinct, part experience, part learned context. Marketers know it as the spark that makes messaging stick.

It’s tempting to think emotion belongs to consumer brands. But B2B and agri-marketing deal with humans too—humans with pressures, aspirations, and reputations to protect.

·       A grain seller wants to feel confident.

·       A livestock producer wants to feel secure in their choices.

·       A seed dealer wants to feel respected and ahead of the curve.

 How to build emotional resonance in your campaigns

1.      Tap into identity. Emotional triggers are closely tied to how people see themselves—their values, beliefs, and sense of purpose. When your message aligns with their identity, it resonates.

2.      Tell stories of real people—not just products. Instead of showcasing machinery or formulations, tell the story of a grower who overcame a drought. Share a co-op manager’s journey rolling out new tech. Make your customer the hero—not the specs.

3.      Use visuals that evoke place and pride. Whether it’s a close-up of a weathered hand on a yield monitor or drone footage over harvest, imagery can spark feelings of pride, progress, and resilience—powerful emotional anchors in agriculture.

4.      Reflect your audience’s reality. Great emotional marketing begins with understanding what your audience cares about. Are they worried about input costs? Sustainability mandates? Legacy? Meet them where they are emotionally—not just strategically.

5.      Build trust with consistency. In long sales cycles—like those in ag or enterprise B2B—emotion builds brand memory. Familiarity breeds trust. And trust reduces friction when it’s time to act.

 Science still backs it up

Behavioral science tells us that most decisions start in the System 1 brain—fast, emotional, and intuitive. Logic might close the deal, but emotion sets the stage.

Especially in agriculture, where reputation, relationships, and heritage carry weight, emotional resonance can differentiate your brand—even when products look similar.

 Emotion doesn’t mean sentimentality

This is where a great creative brief matters. Emotion is human-centered. It doesn’t always mean heartwarming montages and piano music (though it can). It can mean:

·       Confidence (“I made the right call”)

·       Pride (“I’m a good steward of my land”)

·       Belonging (“This brand gets my world”)

·       Progress (“We’re doing things better than we used to”)

These emotions (and many others) are powerful levers—when activated with respect and relevance. Look at John Deere’s It’s What You Do campaign. It doesn’t talk about engine specs. It talks about identity. Grit. Generational pride.

Make them feel something—or be forgotten. Your audience might think with their head. But they’ll choose with their gut.

 If your brand makes them feel something … they’ll remember you. Trust you. And choose you.