Discover the secrets of your audience’s minds
Ever wondered what drives your B2B audience to make decisions? Understanding the psychology behind these choices can significantly enhance your marketing strategies. In this article, we’ll uncover key principles that can help you create more effective and persuasive campaigns.
The power of behavioural science in marketing
Recently, we held an insightful webinar in partnership with
Capuchin Behavioural Science
, where we delved into the surprising psychology behind business decision-making. Our Managing Director,
Cecilia de la Viesca
, along with Capuchin's co-founders,
Patrick Fagan
and
Dan Thwaites
, shared practical advice on combining psychology and data science to achieve better results. Watch the full webinar below or read on for a summary of the key principles discussed.
Seven key psychological principles for B2B marketing
- Autonomy: Empower your customers by giving them choices, ensuring they don’t feel forced
- Disrupt and reframe: Capture attention with an unexpected approach, then present your persuasive statement
- Increments: Break down your ask into smaller, manageable steps to ease commitment
- Norms: Use social proof, such as endorsements and testimonials to build trust and confidence
- Motivations: Understand the emotional drivers behind decisions, such as fear of being left behind
- Co-creation: Involve customers in the process, making them feel invested and satisfied
- Keep it simple: Use clear, concise language and visuals to enhance understanding and persuasiveness
Insights from B2B case studies
Capuchin reviewed 16 B2B case studies and identified several psychological principles for success:
- Connect on a personal level: Communications should connect on a personal level with introductions, self-disclosure and courtesy. B2B brand building is very much about building relationships
- B2B branding is still branding to people not just organisations: It is about engaging people emotionally to build mental availability and tap into motivations, building for the long-term rather than focussing on short-term metrics
- Common emotional themes: Humanity in a tech-obsessed world; partnership in a tough world; understanding loneliness at the top; providing security in choice; championing entrepreneurship; leveraging the fear of missing out
- Simplicity and usability: While an emotional brand is important, providing concrete and usable information is paramount in B2B branding. Communication should be simple, short and well-paced; the message should be easy to receive and to understand
- Targeted communications: Tailor communications to each client. Building a B2B brand requires consistent top-down direction with nuanced conversations between local stakeholders; it is more of a dialogue than a monologue
- Differentiate your brand: Focus on a key, easily understood strength to differentiate yourself from “a sea of corporate sameness”. Identify the singular, emotional driver of usage for your brand (in existing and prospective markets)
- Solutions over products: Customers are interested in solutions to their problems, not the product itself
- Be a painkiller, not a supplement: Change attitudes among prospects, shifting their perception from “I have bigger fish to fry” to “I need to sort this now”
Boost your B2B marketing impact
By applying these psychological principles, you can create more effective and persuasive B2B marketing campaigns that resonate with your audience, build trust and drive results. Remember, it’s not just about selling a product; it’s about building relationships, understanding your audience’s needs and providing solutions.
Ready to learn more?
Start applying these principles to your next B2B marketing campaign and observe the positive impact on your results. For more insights on behavioural science, visit Capuchin Behavioural Science.
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