🕵🏻‍♂️ 8 principles why B2B buyers buy

Dear Trenchers,

B2B buyers don't make purchases just because they read an ebook or received a cold email from your sales rep.

Their decisions are deeply influenced by psychological principles—whether they realize it or not.

Katelyn Bourgoin spent over 1,500 hours studying cognitive biases and heuristics, distilling them into 19 key concepts that every marketer should understand. 

We've taken 8 of those principles and adapted them to the B2B marketing world to give you a better understanding of how your buyers buy.

1. Trigger Events

Most of the time, your buyers aren't actively looking for a solution. They have other priorities.

For example, a CFO isn’t always in the market for an international payment solution. But when a triggering event occurs—like a quarter with significant losses due to currency fluctuations—priorities shift quickly.

This is why in Account-Based Marketing (ABM), we emphasize the importance of customer and account research. By understanding and anticipating these trigger events, we can position our solution as the answer to the buyer’s newly urgent problem.

2. Distinctiveness

We naturally notice things that stand out.

That's why most of us know and love Todd Clouser's "The Worst Marketer in the World" videos.

They’re memorable because they’re different—they break the mold of traditional marketing content. 

In the crowded B2B space, being distinctive isn't just a nice-to-have; it’s essential for getting noticed and remembered.

3. Commitment & Consistency

Once we make a decision or agree with something, we’re wired to stick to it.

Consider how Chinese captors during the Korean War used this principle. They started by getting American POWs to agree with mild statements like "The US isn’t perfect." Over time, this led to more significant concessions.

In B2B marketing, this principle explains why successful brands consistently reinforce their strategic narrative. They create a thread of consistency across different formats, stories, and campaigns, making it easier for buyers to commit and stay loyal to their brand.

4. Exposure Effect

The more we see something, the more we come to like and trust it.

That’s why marketers like Justin Rowe prolifically repurpose & distribute their content, so they keep showing up where their buyers hang out.

5. Authority Bias

We naturally trust authority figures, whether they’re doctors, thought leaders, or industry experts.

This is why collaborating with people and brands that your buyers already trust is such a powerful yet underutilized strategy. Tools like SparkToro can help you discover where your audience hangs out and who they look up to, enabling you to align with those influencers and enhance your credibility.

6. Status Quo Bias

Change is uncomfortable, and people tend to stick with what they know.

This is why effective marketers use compelling stats, facts, and stories to highlight the cost of doing nothing. By clearly showing the risks of maintaining the status quo, you can nudge buyers toward considering your solution as the safer, smarter choice.

7. IKEA Effect

We tend to place higher value on things we’ve helped create.

This is why co-creating content with your buyers is such a powerful strategy. When buyers contribute to creating something—whether it’s a case study, a webinar, or a product feature—they feel a stronger connection to it. These collaborative efforts not only deepen your relationship but also make your solution more valuable in their eyes.

8. Delight

When we receive unexpected value, it brings us immense joy.

It’s surprising how many companies miss this opportunity by failing to nurture strong relationships with their customers. 

Instead of relying on me-too case studies, turn your customers into the heroes of your stories. Highlight their expertise, successes, and insights. Even small gestures, like sending a personalized thank-you gift with a handwritten note, can create a lasting impression and deepen your customer relationships.

PS: Ready to improve your B2B marketing performance? Join the Fullfunnel online academy and discover the keys to B2B marketing success with our comprehensive courses.

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Adé Odjo 😎