Sleeping Barber - A Marketing Podcast SBP 139: Navigating the complexities of B2B Buying. With Mimi Turner and Jann Martin Schwartz.
In this episode of the Sleeping Barber podcast, hosts Marc Binkley and Vassilis Douros engage with Mimi Turner & Jann Martin Schwartz who leads the marketplace innovation team at LinkedIn.
The conversation delves into the complexities of B2B buying, emphasizing the relational and emotional aspects that influence purchasing decisions. Key themes include the importance of trust, the evolving dynamics of buyer groups, and the impact of generational shifts and AI on decision-making. The discussion also highlights the significance of physical events in fostering relationships and validating brands in the B2B space.
Our Guests:
Mimi Turner: Head of Marketplace Innovation, LinkedIn LMS
https://www.linkedin.com/in/mimi-turner/
Jann Martin Schwartz: Senior Director of Marketplace Innovation, LinkedIn
https://www.linkedin.com/in/janns/
Follow Our Updates
LinkedIn: https://www.linkedin.com/company/sleeping-barber/
https://www.sleepingbarber.ca
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Takeaways
- B2B buying is primarily relational, not just rational.
- Emotional jobs play a crucial role in B2B purchasing decisions.
- Trust and recommendations are vital for buyers.
- The number of stakeholders in buying groups is increasing.
- Generational changes are influencing B2B buying behaviour.
- AI is reshaping how buyers make decisions.
- Physical events provide essential human validation.
- Being well-known in a category is critical for success.
- Buyers prioritize defensible choices in their decisions.
- Understanding emotional jobs can enhance marketing strategies.
Chapters
00:00 Introduction to B2B Buying Dynamics
06:06 Understanding Emotional Jobs in B2B
12:04 The Role of Trust and Relationships
17:58 Navigating Brand Recognition in B2B
23:55 The Evolution of Buyer Groups and Decision-Making
24:55 The Importance of Human Validation in B2B Decisions
26:22 Trust and Influence in B2B Marketing
27:41 The Role of Events in Building Trust
29:37 Nonlinear Thinking in B2B Marketing
31:56 Creating Value Through Intangible Investments
34:37 Navigating Risk in B2B Purchases
38:41 Emotional Jobs to Be Done in B2B Buying Decisions