Uploaded February 2024 | Updated September 2026, 3 weeks ago

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For all of our technological and social advancements, we humans haven't changed much in how we make decisions—and that includes B2B buyers and buying groups.

"We think they're making these very well-thought-out, well-considered decisions, that they're making decisions that are the best for their company," says Nancy Harhut."

"This is true, but there is another component there, too.... They're also responding to elements that maybe they're not even aware of."

RESOURCES
🔑Join the MarketingProfs community: mprofs.com/mptoday
👂Listen to the original podcast episode: marketingprofs.com/podcasts/2023/50051/brain-science-b2b-buyer-behavior-nancy-harhut-marketing-smarts
🗞️B2B News: forbes.com/sites/forbescommunicationscouncil/2024/02/02/2024-b2b-marketing-think-tech-tailoring-and-business-to-human-communication/?sh=4fa0728d7041
📝From The MarketingProfs Blog:
🔹marketingprofs.com/articles/2017/31682/four-visual-neuromarketing-hacks-to-boost-your-branding
🔹marketingprofs.com/articles/2017/31895/five-effective-neuromarketing-principles-that-boost-marketing-efforts
💡Community Spotlight: twitter.com/B2bMarketingZ/status/1748072917706154450