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.

  1. Social proof
  2. Frictionless buying experiences
  3. Showcasing effort
  4. 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.