Using Behavioural Science in B2B Marketing
In the face of increasing challenges in B2B marketing, a recent roundtable hosted by Joaquin Dominguez, Head of Marketing at Adzact, brought together a group of B2B marketing professionals to discuss how behavioural science can be leveraged to enhance marketing strategies. The discussion featured insights from Nancy Harhut, Co-Founder and Chief Creative Officer at HBT Marketing and author of ‘Using Behavioural Science in Marketing’. Their conversation provided a comprehensive look at the challenges and opportunities in B2B marketing, primarily through the lens of behavioural science.
Host
Joaquin Dominguez was joined by marketing experts to discuss the topic.
Guests
Nancy Harhut, Co-Founder and Chief Creative Officer at HBT Marketing and author of ‘Using Behavioural Science in Marketing’.
Anne-Catherine Kaiser, Head of Marketing Analytics at Darktrace
Mark Liversidge, Global SVP & Chief Marketing Officer at International Workplace Group
Tom Rivers, Head of Brand at Speechmatics
Birgit Lewinski, Social Media Specialist
Mariana Nunes, Digital Marketing Lead at Pluxee
Understanding B2B Marketing Challenges
The discussion opened by addressing the complexities of the B2B buying process. Mark Liversidge highlighted a common issue: the overemphasis on the 5% of the target audience currently in a buying phase, neglecting the importance of brand-building among the other 95%. He argued that this short-term focus often overlooks the need to maintain brand saliency until potential buyers are ready to make a purchase.
Birgit Lewinski added her perspective, sharing how her experience at Dentsu involved marketing to companies before their immediate need for a product arose. By anticipating future needs and maintaining a presence, brands ensure they are familiar with and trusted when a buying decision is eventually made.
Nancy Harhut expanded on this by introducing the concept of "availability bias," explaining that people tend to judge the likelihood of an event based on how easily they can recall examples of it. In B2B marketing, this means that if a company consistently communicates its value over time, it will be at the top of the mind when a prospect is ready to buy.
Mariana Nunes highlighted the challenges of marketing non-mandatory products, such as employee benefits platforms. Unlike essential business tools, these products require a different approach to convince companies of their value. Mariana discussed how, although any company could be a potential client, the competition for generic keywords in the digital space makes it difficult to attract relevant leads. This challenge involves a more nuanced strategy, where brand interactions are humanised to stand out in a crowded market.
Tom Rivers added his thoughts on the need for simplicity in communication, especially in the context of brand-building. He argued that while technical details are important, leading with them can make a brand unmemorable. Instead, Tom advocated for a balanced approach that combines essential product information with creative elements that emotionally resonate with the audience, making the brand more memorable and impactful.
Nancy also discussed "cognitive fluency," which refers to the preference for information that is easy to understand. In B2B marketing, there is often a temptation to use complex language to impress sophisticated audiences. However, research shows that even highly knowledgeable professionals prefer clear and simple communication. Nancy cited a study where PhD thesis abstracts were simplified by replacing complex words with shorter synonyms. The simplified versions were not only easier to understand but also led readers to rate the authors as more intelligent. This highlights the importance of simplifying communication in B2B marketing to build trust and make it easier for prospects to make informed decisions.
"Marketing non-mandatory products like employee benefits platforms requires a more nuanced approach. In a space crowded with generic keywords, we need to humanise our brand interactions to truly stand out and attract the right leads." Mariana Nunes
Creativity and Emotional Connection in B2B Marketing
Tom Rivers emphasised the importance of creativity in B2B marketing, arguing that many campaigns fail to leave a lasting impression because they focus too heavily on technical details. Despite the complexity of B2B products, connecting with buyers on an emotional level is crucial. Tom cited the success of consumer brands like Nike, where emotional storytelling has created powerful, long-lasting connections with audiences. He urged B2B marketers to invest more in creating memorable content that stands out from the competition.
Mariana also shared her experience of overcoming brand recognition challenges in the UK market. To enhance Pluxee's visibility and engagement, she leveraged creative content strategies and collaborated with digital influencers. These efforts were particularly effective in personalising the brand and creating a more relatable image, which helped to engage clients more effectively and differentiate Pluxee from its competitors. Mariana emphasised the importance of understanding the nuances of different markets and tailoring content to resonate with local audiences, a strategy that has proven crucial in her efforts to build brand awareness and credibility in new regions.
"Behavioural science gives us the tools to influence decisions in subtle and powerful ways. It's up to us as marketers to seize that opportunity and use these principles to connect with our audience more effectively." Nancy Harhut
Mark Liversidge supported this by advising marketers to rigorously review their branding elements to ensure differentiation. He suggested that brands should strive to create standout experiences that break away from the "sea of sameness" often seen in B2B marketing.
Nancy Harhut reinforced the value of emotional connections, explaining how behavioural science can help create more engaging and persuasive marketing content. She mentioned that using stories and analogies can make complex products easier to understand and more relatable. Nancy provided the example of a campaign by GE that demonstrated their materials’ durability in a visually captivating and emotionally engaging way, effectively communicating the strength and reliability of their products.
"Creativity in B2B is not just about standing out; it's about making an emotional connection that lingers long after the campaign ends. Without that connection, even the most technically sound messages can be forgettable." Tom Rivers
Balancing Data and Creativity
Anne-Catherine Kaiser provided insights into the delicate balance between data-driven marketing and creativity. She noted that while data is crucial for measuring the effectiveness of campaigns, it should not constrain creativity. Instead, data and creativity should work together, with techniques like A/B testing used to refine and optimise creative strategies. Anne-Catherine shared her experience at Darktrace, where they have successfully combined creative content with rigorous data analysis to achieve more targeted and effective campaigns.
Nancy Harhut added that behavioural science offers a framework for testing and refining marketing messages. Understanding psychological triggers allows marketers to create more targeted campaigns that resonate with their audience. She emphasised the importance of testing different approaches rather than relying on assumptions, ensuring that campaigns are both innovative and effective.
Birgit Lewinski shared her experience with webinar production, where simpler, more relatable presentations often have a greater impact than those filled with jargon. This aligns with Nancy’s emphasis on cognitive fluency and the need for clear communication in B2B marketing.
"The modern B2B buyer is complex, and our strategies must evolve to meet this complexity. By engaging with broader teams within organisations and embracing data-driven creativity, we can create campaigns that truly resonate." Anne-Catherine Kaiser
Navigating the Buyer Journey
Anne-Catherine Kaiser added that it is crucial to understand the evolving role of the B2B buyer, particularly as buying processes become more complex. She highlighted the need to engage with broader groups within organisations, such as procurement and security teams, who play a significant role in the decision-making process. Anne-Catherine shared how Darktrace has experimented with bringing these groups into brand experiences earlier in the buyer journey, which has led to more successful outcomes.
Nancy Harhut explained the "reciprocity principle," which is the human tendency to feel obliged to return a favour. In marketing, this principle can be leveraged by offering valuable resources—such as guides, free trials, or educational content—without expecting anything in return. This creates a sense of obligation, making prospects more likely to consider the brand when they are ready to buy.
Mark Liversidge offered a strategic perspective on navigating the procurement process in B2B sales. He argued that marketers should aim to "neutralise" the procurement stage by equipping internal champions with the tools and information they need to advocate for the brand within their organisations. This ensures that by the time the procurement process begins, the decision to choose the brand is already well-supported internally.
Nancy Harhut also discussed the role of testimonials and third-party validation in easing the concerns of procurement teams and decision-makers. By showcasing success stories from similar companies, marketers can reduce the perceived risk of choosing a new supplier and increase confidence in their offering.
"A critical aspect of success in B2B marketing is effectively navigating the procurement process. By equipping decision-makers with the right tools and insights, we can help ensure the choice is made well before procurement formally begins." Mark Liversidge
The Future of B2B Marketing
The panel concluded by discussing the future of B2B marketing, particularly the impact of emerging technologies like AI and conversational search. Mark Liversidge suggested that these technologies offer significant opportunities for brands to engage with customers in more interactive and personalised ways. He urged B2B marketers to invest in rich content, such as branded videos, which can create deeper, more lasting connections with their audiences.
Tom Rivers echoed this sentiment, noting that while data and technology are critical, they should not overshadow the importance of creative storytelling and brand building. He cautioned against becoming too focused on measurable ROI at the expense of the emotional and experiential aspects of marketing that truly resonate with audiences.
Nancy Harhut added that as technology evolves, the principles of behavioural science will become even more crucial in helping marketers understand and influence buyer behaviour. She encouraged marketers to stay informed about new developments and continuously test and refine their strategies to stay ahead in a competitive market.
Conclusion
The insights from this roundtable underscore the importance of integrating behavioural science into B2B marketing strategies. As B2B marketers face increasingly complex buying processes, the need for innovative, data-driven strategies that also resonate on an emotional level becomes more apparent. The discussion highlighted the value of brand building, differentiation, and the strategic use of behavioural science as key components of successful B2B marketing.
Nancy Harhut summarised the session with a powerful message: "We have the opportunity to influence decisions by using behavioural science, and it’s up to us as marketers to seize that opportunity." This statement captures the essence of the discussion—B2B marketers must not only embrace change but also lead it, using the tools and insights at their disposal to drive success in an increasingly complex market.
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