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
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Ep50 - The replication crisis: How to avoid basing your marketing on bogus findings
This episode dives into a concept known as "replication crisis" in behavioral science. We explore how repeated attempts to replicate certain studies have yielded results that challenge or contradict the original findings, calling their validity into question. We highlight some well-known studies to be cautious of and share practical advice on how to ensure the findings you apply are reliable.
