How Zoom proved that behavioral science is just as effective in B2B settings as it is in B2C
Behavioral Science For Brands: Leveraging behavioral science in brand marketing.
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The Power of Social Proof in Zoom's Growth
This chapter examines how Zoom leveraged behavioral science, particularly social proof, to dominate the market during the pandemic. It discusses the company's strategic focus on niche markets, such as higher education, to build credibility before expanding further. The chapter highlights the significant role of peer testimonials and targeted messaging in influencing B2B purchasing decisions and enhancing trust among buyers.
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