Next Step

Ever feel like you’re just guessing at what your customers want? ?? A client of ours came to us for weekly advisory sessions, where we’d offer behavioral science, design, and marketing advice based on the challenges they faced. For months, we provided guidance on things like messaging strategies to improve engagement. But there was a problem: everything was based on internal assumptions about their customers. When you operate on assumptions—whether about what your customers want, the challenges they face, or why they engage with your brand—you risk missing out on key insights that could transform your strategy. Finally, we’re now diving into some initial research together, and we couldn’t be more excited! This research will either validate our client’s assumptions or uncover something completely unexpected. Either way, we’re moving miles closer to truly understanding their customers—not basing decisions on guesswork, but on real data. We’re going to use the insights we uncover to drive a revamped lead acquisition strategy for their marketing team. Even better, the information we gather from just a few interviews will likely influence internal messaging and marketing decisions across the entire organization. Never underestimate the power of research. When you trade assumptions for data, you open the door to smarter decisions and better results. ?? #BehavioralScience #Research

You can’t connect with customers until you know what motivates them. ?? Tailoring your strategy to customer behavior isn’t just smart—it’s essential. When you understand what motivates your customers, you can personalize engagement at every stage of their journey. This means tailoring communication, marketing messages, and experiences that connect on a deeper level. But how do you segment your audience for maximum impact? Consider these behavioral factors: ?? Purchase history: Frequency, types of products, spending patterns. ?? Website/app interaction: Page views, clicks, time spent. ?? Brand engagement: Social media interactions, email opens, feedback. ?? Product usage: Which features are used most, overall engagement. ?? Stage in the buyer’s journey: Awareness, consideration, decision, loyalty. By segmenting based on these behaviors, you can create targeted optimizations that resonate with each user or segment, driving meaningful results. When you tailor your approach, your customers feel understood—and that’s when the magic happens. #BehavioralScience

Have you ever wondered why your users seem to just ignore all the important messages you send them? Why don’t they respond? Don’t they know what’s good for them?! We had a client come to us for advice on how to get more of their members to respond to a simple request for some required information (think providing an address). Before our meeting we asked them to prepare to show us all the steps their users need to take to respond. When the meeting started they said “So, we took some time to screenshot all the steps, and now we can already see some big reasons why we’re having this problem.” It turns out there were 6-7 steps for their members to take from receiving an email to logging into the online platform, to navigating to the ‘notification center’, to scrolling to find the right message, to clicking the CTA on the message, and then finally responding. They basically made it a full-time job to respond to a simple request! Sometimes all it takes is laying out the steps from the user’s perspective. When in doubt, map it out! #BehavioralScience #UserPerspective

You can unlock deeper customer insights by combining a Behavioral Journey Map with a traditional User Journey Map. Understand which strategic improvements will lead to stronger business outcomes. ? Here’s how these two approaches work together: User Journey Map ?? Focus: Captures the what, when, and where of the customer’s interaction—covering touchpoints, actions, and the stages of their journey. Behavioral Journey Map ?? Focus: Uncovers the crucial why and how behind each step—delving into the emotional drivers, motivations, and subconscious influences that shape decisions and actions. By overlaying a Behavioral Journey Map onto a User Journey Map, you gain a comprehensive view that not only tracks customer actions but also reveals the psychological influences and “choice architecture” at play. This dual approach provides richer insights, enabling you to make more targeted and effective improvements that align with both customer needs and business objectives. The result? More informed decisions, better customer experiences, and ultimately, improved business performance. #BehavioralScience #BehavioralJourneyMap #UserJourneyMap #UserInsights Next Step

Find the Why Behind Every Action: What you Need to Know. Designing exceptional user experiences isn’t just about knowing what your users do—it’s about understanding why they do it. This deeper understanding is essential because every stage of the user journey is influenced by underlying emotions, motivations, and psychological triggers. Let’s break down the difference between a traditional User Journey Map and a Behavioral Journey Map to see why these stages matter. User Journey Map ?? Awareness: The user becomes aware of your product or service. ?? Consideration: The user compares options and gathers information. ?? Purchase: The user decides to buy and completes the purchase. ?? Use: The user engages with the product or service. These stages provide a straightforward overview of the steps a user takes, helping you understand what happens during their journey. Behavioral Journey Map ?? Awareness: The user’s curiosity, confusion, or skepticism comes into play as they discover your product. ?? Consideration: The user’s motivations, desires, or fears influence how they gather information and weigh options. ?? Purchase: The user feels a mix of relief, excitement, or hesitation as they finalize their decision. ?? Use: The user’s emotional state and expectations shape their interaction with your product or service. Behavioral Journey Mapping goes a step further by diving into why these actions occur—what drives a user’s decisions, and how their emotions and motivations shift throughout their journey. Understanding these stages from both a user journey and behavioral perspective is crucial. It allows you to create more personalized, impactful designs that resonate with users on a meaningful level. By tapping into the emotions and motivations behind user actions, you can craft experiences that not only meet their needs but also connect with them deeply—leading to higher engagement, satisfaction, and loyalty. #BehavioralScience #BehavioralJourneyMap #UserJourneyMap Next Step

What a day! Day 2 at #B2BMX East brought us closer to mastering ABM, understanding buyer psychology, and learning revenue-driven strategies. Capping it off with the Best in B2B Awards and Networking Reception tonight! ??

Thanks to all who attended our Keynote at the B2B Marketing Exchange and participated in our Science of Design Game. Remember, if you are struggling to gain adoption with your B2B buyers, perhaps you are marketing to Spock when you should be marketing to Homer Simpson. #B2BMX #BehavioralScience Next Step

It’s almost time! ? Just one day until I take the stage at LeadsCon Connect 2024 to talk about the psychology of leads. Last chance to register. Can't wait to see you there! Register now: https://lnkd.in/ePp-rD9R #LCNConnect24 #BehavioralScience Next Step

Are you skipping a crucial step in your design process? When tackling design challenges, it’s common to jump from identifying a problem straight to generating solutions. For example, if sales are lagging, you might immediately consider offering discounts to attract new or returning customers. While this approach can work, it often misses a critical step: understanding why the problem exists in the first place. ?? If your customers are primarily cost-sensitive, a discount might boost sales. But what if the real issue is a lack of trust in your brand? In that case, a discount might have only a limited impact. A more effective strategy could involve trust-building measures, like showcasing positive reviews or offering strong satisfaction guarantees. Upgrading your Journey Maps into Behavior Maps helps to prevent potentially costly mistakes. User Journey Map: ?? Focus: A linear timeline of touch points, actions, thoughts, and feelings. ?? Goal: Improve usability, optimize the user experience, and identify pain points. ?? Approach: Helps you understand the overall user experience but might gloss over deeper behavioral drivers. Behavioral Journey Map: ?? Focus: Underlying motivations, desires, fears, and emotions that drive specific behaviors. ?? Goal: Understand decision-making, predict behavior, personalize interactions, and influence engagement. ?? Approach: Can be linear or nonlinear, offering a more precise understanding of the psychological factors behind user actions. Don’t miss out on understanding why users behave a certain way. You may end up creating solutions that attack symptoms rather than root causes. By incorporating Behavioral Journey Mapping, you can dive deeper into the motivations and emotions driving user behavior, leading to more targeted, effective, and efficient solutions. #BehavioralScience #BehavioralJourneyMapping #UserJourneyMapping Next Step

What strategies actually work in B2B today? Join me at B2B Marketing Exchange East on October 2nd. I’m taking the stage with other leaders like ?? Nikole Rose and Daniel Englebretson. We'll be sharing fresh ideas that will shake up your marketing. #B2BMarketing #B2BMX #BehavioralScience