Episode 61 How Zoom proved that behavioral science is just as effective in B2B settings as it is in B2C
In this episode, we discuss how behavioural biases can be applied by brands in a B2B setting. In particular, we look at how Zoom credibly used social proof in their earliest days and the evidence that suggests this works well in a professional setting. We also cover the principle of make it easy and the evidence of this occurring in B2B. Finally, we discuss why, if behavioural science is so effective, it so rarely used by B2B marketers.
Episode Highlights
Evidence shows that even professionals are heavily influenced by social proof when making decisions.
The Olshan study reveals that the principle of “make
it easy” influences even doctors in their medical
decisions.
If behavioral biases are so powerful, why aren’t they
more widely used in B2B marketing and decision-
making?
Resources & Useful Links
See below for additional resources from this week's episode.
Keep Listening
Ep60 - Charles Spence, author of Gastrophysics, on the science of taste appeal
In this episode, MichaelAaron and Richard sit down with Charles Spence, Oxford professor and author of the book Gastrophysics. We explore how taste is shaped by other senses and how brands can manipulate weight, sound, and color to enhance appeal.
Ep62 - Melina Palmer, author of What your Customer Wants and Can't Tell You
In this episode, MichaelAaron and Richard sit down with Melina Palmer to discuss her book The Truth About Pricing. She shares how brands like Hermes and Costco use behavioral science, exploring concepts like scarcity, reciprocity, and the power of in-groups.
