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.

I 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.

Talia also shares a case study on how her team helped one company increase free trials by 54% through emotionally resonant comparison pages.

Timestamps

00:00 — Why B2B purchases are deeply emotional

01:36 — How emotional targeting and zero-click marketing fit together

04:47 — Talia’s three-step framework: research, audit, test

05:11 — Why buying B2B software carries more emotional risk than B2C

09:27 — The qualitative research that reveals what buyers actually care about

11:00 — How Teamwork.com used comparison pages to increase free trials by 54%

16:50 — Why honest comparison content can attract better-fit customers

19:37 — Why pricing transparency matters more in the AI search era

25:41 — The KPIs Talia’s team tracked beyond free trials

28:10 — The problem with A/B testing and what to do about it

Resources:

• Unlock better marketing with Emotional Targeting by Talia Wolf. Get your copy now

Connect with Talia Wolf: https://www.linkedin.com/in/taliagw/
Learn more about GetUplift: https://getuplift.co/ 

Learn more: zeroclickmarketing.co

Connect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads

This episode was produced in partnership with Share Your Genius
www.shareyourgenius.com 

Learn more: zeroclickmarketing.co

Connect with Amanda Natividad (@amandanat): LinkedIn | Substack | Instagram | Threads