B2B Research

Author:
Graeme Cade, SVP

We all know B2B is different. Complex decision-making structures, large-ticket purchases, battles over budgets, and rational decision-making… or is this true?

Whilst the first three are very common, B2B is not as rational as we may be inclined to think. Buyers nearly always go with one of the first 3 brands to come to mind (far from a wide ranging review of the entire market), emotive drivers play a key role (no matter how many procurement frameworks you put in place business decisions are not formulae), and personal motivation can be just as important as business motivation (after all, the decisions made can lead to anything from promotion to redundancy). Ultimately, B2B decisions are still made by irrational, emotional humans (for now at least!), it’s just the framework they operate within that makes it different from B2C. This means any successful B2B brand needs to keep two core principles in mind at all times: (i) what does the framework from which our market interacts with us look like?, and (ii) how can we best engage with this audience that is pretending to be rational but in reality is highly irrational?


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