Using fear and reassurance in messaging

Nancy discusses balancing loss aversion and reassurance to motivate B2B buyers without neglecting benefits.

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Episode notes

What does brain science really teach us about LinkedIn marketing for B2B marketers?

In this episode of Social Media for B2B Growth, LinkedIn expert Michelle J Raymond is joined by marketing behavioural science specialist Nancy Harhut to break down how emotion, relevance, repetition, and buyer psychology shape decision-making on LinkedIn.

You’ll learn why B2B buyers are never purely rational, why niche LinkedIn content outperforms broad thought leadership, and how to create LinkedIn marketing that drives trust, engagement, and sales — without sounding salesy.

If you’re a B2B marketer using LinkedIn as a growth channel, this episode will change how you plan, write, and prioritise your LinkedIn content.

Key moments in this episode -

00:00 LinkedIn Marketing Myths in B2B

02:50 Emotion and Decision-Making in LinkedIn Marketing

05:45 Fear, FOMO, and Loss Aversion on LinkedIn

08:20 Repetition and Trust in LinkedIn Marketing

11:35 LinkedIn’s Shift from Reach to Relevance

14:50 Niche LinkedIn Marketing for B2B Growth

18:15 Reducing Friction in LinkedIn Marketing Content

22:25 Why Your Product Shouldn’t Be the Hero on LinkedIn

25:45 One LinkedIn Marketing Change B2B Marketers Should Make

29:10 The Future of LinkedIn Marketing for B2B Brands