Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Zoom proved that behavioral science is just as effective in B2B settings as it is in B2C
Mar 27, 2025
Dive into the fascinating world of B2B marketing, where behavioral biases hold significant power. Discover how Zoom effectively harnessed social proof to build credibility and trust among clients. Learn about the impact of small friction in decision-making, particularly in professional environments like medicine and finance. The discussion also highlights how reducing barriers can drastically enhance user engagement. It's an eye-opening exploration of why behavioral science remains underutilized in B2B, yet offers immense potential.
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Zoom's University Focus
- Zoom founder Eric Yuan targeted universities, landing Stanford as his first major client.
- By offering lower prices and focusing on a niche market, Zoom gained early traction and social proof.
Social Proof in B2B
- Social proof is effective in both B2B and B2C settings.
- A study on doctors showed that highlighting their peers' lower antibiotic prescription rates significantly reduced their own.
Tailored Social Proof
- Tailoring social proof messages to specific audiences increases their impact.
- People are more influenced by those they perceive as similar to themselves, such as those in the same profession or location.