Social Media for B2B Growth: LinkedIn Strategy for B2B Marketers What Brain Science Teaches Us About LinkedIn Marketing
7 snips
Jan 6, 2026 Nancy Harhut, a behavioral science specialist and author, joins to explore how emotions and psychology influence B2B buyer decisions on LinkedIn. She reveals that buyers aren't purely rational and explains the power of fear and urgency in messaging. Harhut emphasizes the importance of niche content over broad approaches, as it builds trust and community. Discover why repetition matters less than relevance and how shifting the narrative to focus on customers rather than products can enhance engagement and sales.
AI Snips
Chapters
Books
Transcript
Episode notes
Emotion Drives B2B Decisions
- B2B buyers are not purely rational; emotions drive decisions and rationales follow to justify them.
- Nancy Harhut says emotional B2B messages drive far more revenue than purely factual ones.
Balance Reassurance With Loss Aversion
- Use both reassurance and loss aversion: show benefits and the pain avoided by acting.
- Tailor the balance to context so prospects feel confident and nudged to act.
Repetition Builds Trust
- Repetition increases familiarity, which the brain equates with truth and trust.
- Nancy Harhut explains repeated exposure makes names and claims easier to recall and accept.
