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Unlocking B2B Marketing Insights Through Behavioral Science with Nancy Harhut [Video]

Unlocking B2B Marketing Insights Through Behavioral Science with Nancy Harhut [Video]

Many B2B marketers assume that buyers are primarily rational beings, driven by logic before emotions. This perspective is misguided.


In reality, emotional factors play a significant role in the decision-making process for these buyers. Often, individuals in a workplace feel pressured to present their choices as rational.

Consider the questions they ponder:

  • Will this decision reflect well on me?
  • Will my supervisor commend my choice?
  • Am I jeopardizing my professional relationships?

These considerations—far from purely rational—emerge before any logical assessment occurs.

“People, including B2B buyers, make decisions for emotional reasons and then furnish those decisions with rational justifications,” states Nancy Harhut, co-founder of HBT Marketing. “It’s a delicate balance.”

Understanding behavioral science can reveal the shortcuts buyers use in their decision-making, empowering B2B marketers to craft data-driven campaigns. But where should one begin? How can you persuade your leaders? Which principles are essential? How do you test various strategies?

In a recent conversation, Nancy, the author of ‘Using Behavioral Science in Marketing,’ tackled these inquiries and shared effective behavioral science strategies for enhancing marketing, building trust, and boosting sales.

This interview is part of G2’s Professional Spotlight series. For more insightful content like this, subscribe to G2 Tea, a newsletter full of SaaS news and entertainment.

For the complete interview, watch the video below:

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