Using Behavioural Science in B2B Marketing

Adzact Unscripted
Written By Joaquin Dominguez
 
 

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, Digital and Social Media Consultant

  • Mariana Nunes, Digital Marketing Lead at Pluxee

Host

  • Joaquin Dominguez, Head of Marketing at Adzact

 

The panel of experts, including Nancy Hurhut, author of 'Using Behavioral Science in Marketing,' discussed the challenges and strategies in B2B marketing. They focused on understanding and appealing to the emotional reasons behind purchasing decisions. They emphasized the importance of creating a unique and memorable proposition, using simple language and cognitive fluency, and taking a data-driven and creative approach to marketing.

Joaquin Dominguez
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