As marketers our job is not just to make our products and services more appealing to customers. We also have to shape attitudes and, ultimately, get people to take action.

Understanding the psychology behind how B2B buyers think and make decisions is critical for crafting effective marketing campaigns. By understanding the mindset and motivations of your target audience, you can create content and messaging that truly resonates.

However, there’s a fine line between persuasion and manipulation. With the ability to closely track customer data and behaviour comes ethical responsibility. The Cambridge Analytica scandal revealed how personal data can potentially be misused to manipulate without consent. This has cast a shadow over modern marketing techniques.

When we misuse our ability to influence behaviour, we risk crossing ethical boundaries and undermining trust. And in a world where brand integrity is increasingly important to buyers, poor decisions can have a long lasting effect with risk-averse B2B decision-makers.

Putting ethics at the heart of your campaigns and messaging makes all the difference. You could make your target audience feel like you’ve read their mind and given them everything they needed to make a sound decision. Or leave them feeling uncertain your product is right for them.

Why Emotional Connection Is Key Throughout the Customer Journey

While business decision-making is often thought of as being rational, businesses are still made up of people who respond to emotional messages.

By seeking a better understanding of your customer’s state of mind and the jobs they need to do at different stages of the purchase process, you can appeal to their emotions and create a connection.

Generally, although there are exceptions to every rule, B2B buyers like to play it safe. The stakes are high, with substantial amounts of money, time, and a long-term commitment on the line.

B2B buyers are also accountable to their superiors, peers, and subordinates for the decisions they make. Maintaining their professional reputation necessitates a cautious approach that ensures all concerns are addressed and the best interests of the company are upheld.

Their decision to support a purchase doesn’t happen in an instant. The B2B buying process involves completing multiple steps, such as:

Recognising the existence of a problem that needs solving.
Researching, comparing, and sizing up the available options to solve that problem.
Zeroing in on a supplier to fulfil the need.
Feeling confident about the preferred supplier and their solution.
Creating consensus among the buying committee and answering various stakeholders needs.

Simply presenting the cold, hard facts about your product or service cannot tick all of those boxes and convert a casual browser into an eager buyer.

B2B buyers respond to reassurance that their problems and needs are truly understood. Marketing content that leverages emotion successfully inspires confidence in a solution and demonstrates empathy for a buyer’s problem. It helps the buyer believe in a future that’s better, easier, and more productive.

Winning Buyer Trust Responsibly and Ethically

The ability to overcome buyer resistance is a key part of any successful B2B marketing campaign. But the ends don’t always justify the means.

As consumers, we’ve all experienced marketing content that:

Plays on our deepest insecurities to close sales (e.g. ads that body-shame or age-shame consumers into buying certain products).
Leverages subconscious feelings of guilt we may have about various aspects of our lives.
Relies on “pester power” to encourage kids or other household members to wheedle us into making a purchase.

Healthy relationships – including customer-brand connections – are based on trust. They require integrity and transparency if they’re going to be successful. Overcoming your buyer’s objections by any means and manipulating them into a purchase violates that trust contract right from the start.

When does leveraging psychology and behavioural science in marketing stop being smart and start getting unethical?

Dr Helen Rubenstein of Innovia Technology talks about the power of behavioural science and the responsibility that comes with using it to connect with marketing prospects.

She notes that while nudging people in a certain direction can be the right thing to do when it is in their best interests, the following is also true:

Behavioural interventions should never involve dishonesty.
Consent and transparency is key.
Psychological nudges that effectively force people to make one choice over another are not ethical or responsible. People should be able to choose freely.
Marketers should scrutinise their techniques for unintended consequences.
You should be willing to defend your approach, methods, and motives in public.

It’s crucial for professional B2B marketers to ask themselves critical questions about the way they leverage marketing psychology in their campaigns. For example:

Does my marketing take unfair advantage of decision-maker psychology in any way?
Does this marketing message exploit uncomfortable emotions such as fear, doubt, or uncertainty?
Am I pushing the buyer through the sales funnel without fully considering their needs?
Do I have consent from people to use their data in this way?
Am I focused on providing genuine value to consumers rather than just making conversions?

Another way to self-evaluate and stay honest is to run campaigns by an impartial third party.

Putting Principles into Practice

Common psychological factors content marketers might leverage at different stages of the customer journey include:

Consistency

People like to be consistent in their actions and decisions, especially where professionalism and reliability are valued.

By creating opportunities for clients or potential clients to make small commitments, like signing up for a webinar or downloading a whitepaper, you are paving the way for larger commitments later on.

For instance, a software company could offer a free trial or demo to get prospects to commit to exploring their solution. Following up with email marketing and content suggestions that reinforce that early commitment and builds trust.

The key is to ensure a seamless, consistent experience that reinforces the positive steps taken at every stage of the customer journey, building a foundation of trust and reliability which could significantly influence the final purchasing decision.

Reciprocity

Leading with value can be powerful in building relationships in the B2B space when there are no strings attached.

Helpful content shows potential customers that you understand their needs and positions your company is an industry force to be reckoned with. For example, a brand consultancy could host a free educational webinar sharing their insights with potential customers.

Offering valuable information, resources, or assistance without an immediate expectation of return can foster goodwill and a sense of obligation. Over time, this can lead to stronger relationships and potentially, increased business opportunities.

Anchoring

Anchoring bias causes individuals to rely heavily on the first piece of information received when making decisions. In B2B marketing, leading with statistics that anchor the value your solution provides can influence buyers' evaluations.

For example, the initial price quoted tends to anchor value expectations. By leading with the higher price for a premium tier plan rather than opening with the entry-level option, a business can anchor value perceptions higher. The subsequent lower prices seem more appealing comparatively.

The key is to avoid deceiving buyers. Use anchoring to provide context, not to manipulate their perceptions.

Confirmation Bias

This refers to the tendency people have to search for, interpret, favour, and recall information in a way that confirms their preexisting beliefs or values. Understanding this bias can help in tailoring content that aligns with the existing beliefs and values of the target audience.

For instance, if you are aware that a potential client values sustainability, sharing content related to your company's eco-friendly practices can reinforce their positive perception and potentially influence their decision-making in your favour.

It's essential to handle this technique ethically, ensuring transparency and honesty in the information shared.

Social Proof

People are more likely to take action if they see others doing it. Boost trust by providing buyers with evidence they’re looking for.

When evaluating suppliers, decision makers seek validation from peer reviews, testimonials, and case studies to gauge the effectiveness and reliability of a solution. They let B2B buyers see how a product performs out there in the real world and help them visualise how those same solutions might play out for them.

Showcase stories on customer success to provide the reassurance needed and significantly enhance credibility and trust. Ensure all testimonials, reviews and case studies accurately represent real customers and results.

Priming

Priming is a technique where exposure to one stimulus influences the response to a subsequent one. This could involve subtly setting the stage for customer interactions.

For example, sharing success stories or industry accolades on social media or in emails before a sales meeting can prime the client to view your company more favourably. Using positive language and imagery in your content can also prime potential customers towards your brand, aiding in a smoother progression through the sales funnel.

This technique requires a keen understanding of the customer psyche and a nuanced approach to ensure the priming aligns with the overall brand message and customer expectations.

Loss Aversion

The principle of loss aversion is that people tend to prefer avoiding losses over acquiring equivalent gains. In B2B marketing, emphasising the potential losses or drawbacks of not opting for your solution can be a powerful motivator for action.

For instance, highlighting the cost savings, increased efficiencies, or competitive advantages that a buyer stands to lose by not choosing your solution can create a compelling narrative.

It's crucial, however, to maintain a balanced approach and not resort to fear mongering, ensuring that the information provided is factual and verifiable.

Choice Architecture

By understanding how people make choices, B2B marketers can design helpful experiences that influence while informing.

Careful structuring of choices can reduce cognitive load, making it easier for buyers to process information and make confident decisions.

By designing the way options are presented, marketers can subtly steer buyers towards outcomes that represent a win-win. Simplify complex information, offer beneficial defaults, and highlight popular options to help customers’ decision-making.

Scarcity

Even discriminating B2B buyers don’t like to feel like they might be missing out on a good deal. Limited-time offers or exclusive deals can create a sense of urgency. This can help to expedite the decision-making process, especially if the offer aligns well with the identified need.

However, while this technique can be effective at persuading consumers to take action, marketers need to be wary of manipulation. Marketers may be able to persuade consumers to make purchases that they wouldn't otherwise make or that isn’t in their best interest.

Integrity Counts

In a world where companies know more than ever about their customers, it’s possible to put together dynamic B2B marketing campaigns that help people with their buying decisions. For that reason, learning how to do this effectively is one of the more important things today’s content marketers can do.

However, it’s crucial to maintain integrity and transparency at all times, as well as to treat consumers with respect. This means approaching behavioural science-backed marketing ethically and responsibly.

Think of someone you know who is the very picture of integrity. Chances are they’re more than just honest. They’re also forthcoming with information others need to know. They’re likely excellent at owning up to any mistakes and very transparent in how they communicate, as well.

Now ask yourself - does your marketing conform to those standards?

The right guidance can be a valuable asset when it comes to putting together B2B content marketing strategies that leave nothing to chance. Contact us for more information on the right next steps to take for your next campaign or request a demo today!

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The Art of Ethical Influence: B2B Buyer Psychology in Inbound Marketing