The world is driven by emotions and although emotions are of major importance in our daily life, they still have not enjoyed the status they deserve in academic discussions. The role of emotions is very interesting and important in business-to-business marketing because emotions influence people in many different ways. Marketers define who their customers are as well their needs and wants. However they also should consider the fact that emotions can encourage decision-making and that they play a role in each part of marketing. Emotion can stimulate buying interest and influence future buying decisions as they intensify wants and desires. Using emotions in B2B marketing allows companies to deliver the right emotional content and message, at the right place, at the right time, to the right customers. Developing creative marketing programs with a lack of understanding of why people buy, when they buy, where they buy and how they buy can lead to wasted resources and market failure. Especially in industrial companies this understanding is a problem as technical experts or production managers often influence decision-making in marketing.