Emotion Drives B2B Purchasing Decisions

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐢𝐬 𝐛𝐞𝐜𝐨𝐦𝐢𝐧𝐠 𝐚 𝐛𝐚𝐭𝐭𝐥𝐞 𝐛𝐚𝐬𝐞𝐝 𝐦𝐨𝐫𝐞 𝐨𝐧 𝐢𝐧𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧 𝐭𝐡𝐚𝐧 𝐨𝐧 𝐬𝐚𝐥𝐞𝐬 𝐩𝐨𝐰𝐞𝐫......... Marketing is no longer a battle of who sells better. It’s a battle of who understands better. We’re living in a time where information is everywhere. Customers don’t rely on brands to tell them what to buy anymore. They research. They compare. They validate. By the time you try to “sell,” they’ve already formed an opinion. So what really wins today? → Who has deeper customer insight → Who understands behavior, not just demographics → Who uses data to anticipate, not react → Who educates before they pitch Because attention isn’t captured by pressure anymore. It’s earned through relevance. The brands that win aren’t louder. They’re smarter. They don’t push products. They position understanding. In the end, marketing isn’t about convincing people. It’s about making them feel understood. And the brand that knows the customer best… rarely needs to sell at all. #LinkedIn

You probably know who your customers are. The more valuable question is whether you understand what it actually takes for them to choose you. I want you to recall your last first-time purchase, what were the options before you? What was going through your mind and what influenced you to make a final decision to go ahead with the purchase? Data can describe purchasing behaviour with considerable accuracy. It can tell you who is buying, how frequently, and through which channels. What it cannot tell you is what the customer was weighing up before they decided, what nearly stopped them, and what finally made your product/service feel like the right choice. Most leadership teams provide marketing with a budget, a timeline, and a set of expectations. What is far less consistently provided is a clear, shared understanding of why customers actually choose your business, and what is happening in their thinking before they do. That understanding does not come from analytics. It comes from deliberate, structured attention to the customer's actual experience of making a decision, which is a different thing entirely from what they did once they had made it. Without that foundation, messaging gets built around what you believe is important rather than what the customer is genuinely responding to. The businesses that consistently outperform in their category are not always those with the largest budgets. They tend to be the ones with the clearest picture of their customer's context. Not just demographics, but the specific combination of pressure, uncertainty, and trust that shapes whether someone chooses you or does not. That level of understanding is rarely visible in reports. But it shows up, reliably, in outcomes. So, before concluding that a marketing problem is an execution problem, it is worth asking honestly how well the business actually understands the people it is trying to reach. #marketing #marketinginsights #businessgrowth #marketingstrategy

Your customers don't buy randomly. Every purchase follows a journey and if you're not mapping it, you're leaving money on the table. Here's how to decode the customer journey in 5 steps: 1. Define Personas — Who is your buyer? Build detailed profiles that go beyond demographics into motivations and behaviors. 2. Identify Touchpoints — Where does your customer interact with your brand? Website, social, email, ads — every point matters. 3. Track Emotions — How does your customer feel at each stage? Confused? Excited? Frustrated? Emotions drive decisions more than logic. 4. Analyze Pain Points — Where are customers dropping off or losing trust? These friction points are your biggest growth opportunities. 5. Optimize Experiences — Use everything you've learned to simplify processes, improve support, and create moments that convert. Understanding your customer's journey isn't a one-time exercise. It's an ongoing practice that separates average brands from unforgettable ones. Which stage do you think most businesses overlook? 👇 #CustomerJourney #CustomerExperience #MarketingStrategy #CX #SociaSpark

So, you're a Go-To-Market (GTM) leader. What market research solutions do you need to consider most? Well, a successful GTM strategy hinges on knowing WHO to target, HOW to talk to them, and WHY your competition should be rejected by your prospects. We recommend the following research approaches to help GTM efforts: 🗺️ Buyer Journey - before you can sell a product, you should deeply understand exactly what problem the customer is trying to solve and the path they take to solve it. Go beyond mere demographics and dive into the psychology and the logistics of the purchase process. A combination of qualitative discovery and quantitative confirmation should dictate your Ideal Customer Profile (ICP). ⚾ Win/Loss Analysis - get an unvarnished view of where your product stands in the real world, not just in the minds of your product team. This high-ROI research uncovers why prospects choose your product over a competitor (the "Win") or why they walked away from your offer (the "Loss"). This is usually crafted with in-depth interviewing, and it provides the exact ammunition your Sales team needs to handle objections, realign your pricing, and pinpoint your key differentiators. 📜 Message Testing - you may have the world's best product in your category, but if the market doesn't understand it or know why they should care, the launch will likely fail. Ensure your brand positioning resonates before you load up on a campaign that your agency or your team has developed without testing. One value proposition will generate the highest intent to purchase, so why not make sure you're using that one? Research Biz is always happy to discuss your market research questions or concerns -- no pitch, no pressure. So, why not get in touch with us today?

I count 110 of my connections on LinkedIn who are GTM pros. This Research Biz post is for you! Caitlin Clark-Zigmond Alexis Dockery, MBA Kyle McAdams, AIA, MBA Kristen Mello Prasanna Kumar (PK) Thoguluva Santharam Jason Wolfson

I’ve been glad to see a recent uptick in mentions of the importance of taste by other industry professionals. I feel that it’s important to understand exactly how taste is a measurable skillset rather than a series/set of personal preferences. Having good taste as a professional, when you’re managing the marketing/brand strategy/direction of an organization hinges on your ability to adapt and empathize with the market/industry in question. When I work within Fashion, my taste from the Automotive industry has very little to do with the way that I position brands within Fashion/Clothing, my taste in Financial Solutions has little to do with my taste within CPG and vice-versa. As a true marketing leader you need to be able to immerse yourself within the demographic’s POV to truly understand how to properly position your product/service. I’ll stress this again, data is cheap now, so is our ability to analyze demographics and behavioural psychology. Take the time to understand and empathize with the signals and use that to cut through the #CorprateSlop that’s being funneled through the channels. Your ability to be human and connect with humans is impartive in today’s market. Your demographic, whether it be decision makers at your target firm as a B2B SaaS org or the discerning buyer within your DTC/ Consumer Goods B2C org, want to feel seen and understood. What good is your product’s USP if you can’t translate it? How important is increased output if no one want’s to see it? #Positioning #Marketing #BrandStrategy

If you choose to stay then I can only assume you want to fight to the end for your beliefs just like I’ve been doing for years now. Stop running to the police. Just like I mentioned last year around this time the police ( Akron at that time ) are on my hit list as well. Let me give mofos some perspective right now. You, the police sheriffs community leaders benefactors CIA FBI are like a street party n comparison to organized crime. Police academy is like what a year of training. I’ve been testing since I came out of the womb mofo . Customer segmentation is the process of dividing a customer base into distinct, actionable groups based on shared traits like behavior, demographics, or location, allowing for targeted marketing. By analyzing these segments, companies can increase customer loyalty, tailor marketing efforts, and boost conversion rates. Key types include demographic, geographic, psychographic, and behavioral segmentation.

"You're doing customer segmentation wrong! Here's what you need to know. First up is demographic segmentation. It's easy, game-changing, and perfect for top-of-funnel marketing. Think broad, like age or income, and use simple tools to gather data. Then we've got behavioral segmentation. This one's groundbreaking because it tracks what customers actually do, not just who they are. And then, it lets you tailor messages based on real actions—this is huge for conversions. The best part is, when you combine them, your campaigns get smarter and more targeted. Pretty cool, right? Follow for more marketing tips!"

Most businesses are still segmenting customers the wrong way. They're grouping by demographics when they should be grouping by behavior. Age, location, income... that tells you who they are. It doesn't tell you what they'll actually do. I worked with a retail client last year who made this shift. Moved from demographic segmentation to loyalty-based behavior tracking. Same customer base. Completely different results. Their campaigns suddenly felt relevant because they were targeting based on actual purchase patterns and engagement, not just a spreadsheet profile. The difference matters because loyalty segmentation happens AFTER someone's already a customer. You're not guessing who might buy. You're looking at who IS buying and how often. Then you can identify the ones at risk of leaving, figure out how to increase their lifetime value, and build targeted offers that actually convert. If you're still relying on basic demographic cuts, you're leaving revenue on the table. Your best customers and your at-risk customers probably look identical on a spreadsheet. But their behaviors? Completely different story. https://lnkd.in/ghKVmVCm Growth Hackers

Did you know that if you greet a customer they are 20% more likely to buy something in your shop?    My sister who worked at The Gap for years confirmed this. She even met two women who made a game of it by entering the Gap and trying to make it to the back of store without being greeted.  They rarely made it.    That simple friendly acknowledgement and salutation can do much: 😁 improves customer engagement by up to 20% 👋 positively impacts brand 💲 informs customers of current promotions   Recently, I did some analysis on the customer base for a brand that I managed. I was shocked to find that almost 60% of customers we had detailed info and opt-in emails had never been contacted in the last 3 years! The company had obsessively focused on the top 15% of buyers and overlooked the huge asset we were sitting on.    To me this was the same as letting customers walk into your store, ignore them for 3 years and let them walk right out. 😬   This was the start of a new segmentation and customer targeting initiative and GTM strategy I led. Because talking to customers who gave us permission to talk to them is a marketer's dream because it costs virtually nothing and it's a qualified audience.    What kind of gems of insights have you found when you analyze customer data?    #productmarketing #gotomarket #medicaldevice