{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Zero Click Marketing","title":"Why B2B Is MORE Emotional Than B2C (with Talia Wolf)","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/e9d141e2\"></iframe>","width":"100%","height":180,"duration":2025,"description":"B2B buyers like to pretend decisions are purely rational. But when your job, reputation, budget, and team trust are on the line? That’s emotional as hell.\n\nI sat down with Talia Wolf, founder of GetUplift and author of Emotional Targeting, to dig into customer research, pricing transparency, AI search, and how emotional targeting helps marketers create messaging that actually resonates.\n\nTalia also shares a case study on how her team helped one company increase free trials by 54% through emotionally resonant comparison pages.\n\nTimestamps\n00:00 — Why B2B purchases are deeply emotional\n01:36 — How emotional targeting and zero-click marketing fit together\n04:47 — Talia’s three-step framework: research, audit, test\n05:11 — Why buying B2B software carries more emotional risk than B2C\n09:27 — The qualitative research that reveals what buyers actually care about\n11:00 — How Teamwork.com used comparison pages to increase free trials by 54%\n16:50 — Why honest comparison content can attract better-fit customers\n19:37 — Why pricing transparency matters more in the AI search era\n25:41 — The KPIs Talia’s team tracked beyond free trials\n28:10 — The problem with A/B testing and what to do about it\n\nResources:\nUnlock better marketing with Emotional Targeting by Talia Wolf. Get your copy now\nConnect with Talia Wolf: https://www.linkedin.com/in/taliagw/\nLearn more about GetUplift: https://getuplift.co/ \n\nLearn more: zeroclickmarketing.co\n\nConnect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads\n\nThis episode was produced in partnership with Share Your Genius\nwww.shareyourgenius.com \n\nLearn more: zeroclickmarketing.co\nConnect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads","thumbnail_url":"https://img.transistorcdn.com/IthCXTjgV3K8leLwx_hDMGaZ1JtN3o6wJwDqsYx223g/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lMDlm/NDRhOGIzZTBjNDc2/ZGU1NWE3MTIzYjg2/ZDNmMy5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}