FINITE Fest is our annual conference, specifically for B2B marketers in tech and SaaS. Held on May 17th, we showcased B2B marketing leaders from some of the fastest-growing and biggest tech companies in the world.
One of the sessions featured the amazing Richard Shotton, Author and Thought Leader. He wrote The Choice Factory, a book about the 25 behavioural biases that influence what we buy. At FINITE Fest, Richard took us through a few major theories that are relevant to B2B tech marketers specifically.
- Social proof
- Frictionless buying experiences
- Showcasing effort
- The two points that leave lasting impressions
Here are a few snippets on the psychology of B2B decision making:
The psychology of effort in B2B marketing
Reducing friction for better B2B buying experiences
If you want to see the full session, and you’re a B2B tech marketer, come join our community! Apply for a free membership to gain access to content and events on B2B marketing trends with 2000+ global members.
