I agree that B2B copy needs to connect emotionally with the prospective customer. However, as most successful B2B sales people will attest, you also have to back up the emotion with logic.

Prospects may want to buy for emotional reasons, but they need logical reasons to use to convince their peers and bosses (and themselves) that it really is a good business decision.

As a marketing consultant focused on generating B2B sales leads, I believe it’s also essential that your copy make compelling offers or calls-to-action, designed to get prospects to raise their hands and move forward in their consideration/buying process.