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
Podcast summary created with Snipd AI
Quick takeaways
- Zoom effectively utilized social proof in the B2B space, leveraging its popularity among educational institutions to drive brand credibility and growth.
- The podcast emphasizes reducing friction in the decision-making process as a crucial strategy for enhancing engagement and conversion rates in B2B marketing.
Deep dives
B2B and B2C: The Shift to B2H
The podcast explores the evolving understanding of marketing strategies, particularly the transition from B2B (business-to-business) and B2C (business-to-consumer) to B2H (business-to-human). This concept acknowledges that at the core of every purchasing decision are humans who are influenced by the same biases and emotional factors, regardless of whether they are acting as consumers or business professionals. An example highlighted is Xero, a cloud-based accounting software, which successfully shifted from a technical B2B focus to a B2H approach, emphasizing personal benefits such as stress reduction and time savings. This shift led to significant increases in trial signups and decreased customer churn, illustrating the effectiveness of putting human experiences at the center of marketing efforts.
Remember Everything You Learn from Podcasts
