Future Fuzz - The Digital Marketing Podcast Ep. 97 - The Psychology Behind B2B Buying - Eoin Rodgers
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In this episode, Eoin Rodgers, Chief Marketing Officer at Atomic, breaks down what it really takes to connect with B2B buyers in a complex, ever-evolving marketplace. With nearly two decades of experience and deep specialization in European go-to-market strategy, Eoin reveals why many B2B tech companies—especially those expanding from the US into Europe—get buyer insights wrong, and how to fix it.
He shares how Atomic uses behavioral insights, buyer psychology, and nuanced localization to help global tech brands like Salesforce and Slack achieve relevance and resonance. Eoin also explores the evolution of ABM, why content must go far beyond simple translation, and how humor and AI are playing increasing roles in modern B2B strategy. Whether you’re selling to a CIO or building for scale, this episode is packed with perspective-changing insights.
Guest Bio
Eoin Rodgers is the Chief Marketing Officer at Atomic, an independent B2B marketing and employer branding consultancy working with some of the world’s leading tech brands, including Salesforce, Slack, Stripe, and DocuSign.
With nearly 20 years of agency-side experience, Eoin has led high-performing teams across strategy, digital, and client services—crafting go-to-market strategies and campaigns that drive measurable growth. He’s built a reputation for translating complex propositions into clear, compelling messaging that cuts through the noise.
Eoin’s work sits at the intersection of branding, content, and demand generation, and he’s passionate about helping companies find their voice in a crowded market. Whether he's guiding global marketing teams or rolling up his sleeves on creative, his approach is always grounded in clarity, curiosity, and impact.
Takeaways
- Atomic helps B2B companies understand their buyers better.
- B2B buyer psychology is often overlooked compared to B2C.
- CIOs think in systems, impacting how they make decisions.
- Understanding the diversity of the European market is crucial.
- Localization in marketing goes beyond just language translation.
- ABM has evolved and requires a strategic approach.
- Timing is critical in account-based marketing efforts.
- Creativity and humor can enhance B2B marketing effectiveness.
- AI tools are being developed to improve buyer insights.
- Understanding local market nuances is key for success.
Chapters
00:00 Welcome and Eoin's Role at Atomic
01:18 Why B2B Buyer Insights Lag Behind B2C
03:34 Understanding the Psychology of the CIO
05:15 The Complex Role of CIOs in Buying Decisions
06:39 Navigating Multi-Stakeholder Tech Purchases
08:00 Why US Companies Misjudge European Markets
09:22 Localization Beyond Language and Its Business Impact
10:49 Cultural Nuances Across European Countries
12:37 Channel Strategies and the Rise of Local Content
14:46 Challenges in Localizing Video for European Markets
15:42 The Evolution—and Dilution—of ABM
17:37 The Real ROI of One-to-One ABM
19:58 Balancing Investment and Return in ABM Strategy
21:55 Timing, Renewals, and Long-Term Planning
22:17 Why Humor and Personality Matter in B2B Branding
23:07 Atomic’s New AI-Powered Insight Tools
24:51 Where to Find Atomic’s Latest Research