1. Do You Leverage Behavior Science in B2B Marketing?

Behavioral biases are present in consumers and in professionals making buying decisions for their companies. Marketing Week explored the effect that social proof – seeing what others are doing – has on professionals.



In a study designed to reduce antibiotic prescriptions, medical practices were split into multiple groups: some received an educational letter, others received an educational letter and data comparing their use of antibiotics with other medical practices, and the final group received a graph to illustrate the comparison. The doctors who received the data and the graph reduced antibiotic prescriptions by the highest rate, showing that even in the medical field where doctors are not supposed to consider anything other than medical evidence, social proof impacts their actions.

B2C marketers have long used behavioral science to market to consumers, but this evidence suggests that B2B marketers could leverage behavioral science in their marketing strategy.

3. Less Than Half of Marketers Know Their Audience’s Demographic

In a recent study conducted by Hubspot, only 42% of marketers knew basic demographic information about their target audience, like age, gender, and location. Less than half of marketers know their audiences’ interests and hobbies, shopping habits, and the products they are interested in buying. Only a fourth of marketers know the social causes their target audience care about, which is a huge, missed opportunity for expressing brand values when marketing to Gen Z and Millennials.



The challenge for many marketers is new data privacy measures. The best thing marketers can do to improve their data strategy is to gather first-party information and keep the data fresh.

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