MarketingProfs B2B Forum 2023

Discover the Brain Science That Drives B2B Buyer Behavior

October 6 - 1:35pm to 2:20pm

Pass Type: All Access Pass, Conference Only Pass, Livestream Pass

Session Type: Concurrent Session

Session Topic: Customer Experience


Every day, behavioral scientists uncover new information that confirms people don’t really think about what they do. Instead, they conserve mental energy and react automatically—relying on hard-wired decision defaults that influence everything from what they read … to whom they trust … to when they buy.

To make your marketing messages persuade people to act, you need to trigger these decision defaults. And you want easy, effective ways to do that.

In this example-jammed presentation, you’ll discover the nine decision-making shortcuts all humans have, and how you can use them to make sure your marketing messages get results.

In this session, you’ll learn:

  • How to easily increase engagement and response to emails, ads, and webpages with messaging that triggers automatic, instinctive behavior—including one tactic that makes people four times more likely to buy right away
  • How your creative can strategically tap the mental shortcuts customers and prospects use to make their buying decisions—including the magic word that gets people to agree with you before they even finish reading what you wrote
  • How to effectively add proven brain science principles to your campaigns to lift ROI via numerous examples of in-market creative—including one campaign that increased purchase intent by 13%
Nancy Harhut

Nancy Harhut

Chief Creative Officer
HBT Marketing

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