Exploring the Psychology of B2B Buyers: Adapting Push Strategies through Integrated Digital Marketing for B2B
- angelikaattwood
- Mar 6
- 7 min read
Updated: Apr 4
By Angelika Attwood, Dje'ka Creative Director
The behaviour of B2B decision-makers is shaped by both rational and emotional factors, and understanding this behaviour is crucial for developing effective marketing strategies.
In the context of B2B sales, the push strategy—often attributed to Philip Kotler—remains a cornerstone for reaching potential leads and customers. The push strategy in marketing focuses on directly communicating with intermediaries (distributors, wholesalers, etc.) to drive product availability. This is a strategy to increase product visibility, availability, and awareness among end consumers. As Kotler & Keller (2016) highlight, "marketing strategies must align with the specific goals and demands of the communication process to effectively generate demand and attract qualified leads." [1]
However, with the evolution of digital marketing, these traditional push strategies must be adapted and integrated into modern, digital-first approaches.
By leveraging a mix of marketing instruments, understanding the psychological triggers of decision-makers, and applying the principles of integrated digital marketing, companies can generate demand and foster long-term B2B relationships.
Understanding B2B Decision-Makers' Behaviour
B2B decision-makers typically follow a rational, business-focused approach to purchasing decisions. They are responsible for selecting solutions that will positively impact the efficiency, profitability, and competitive standing of their organisation. However, they are also human and, like all consumers, are influenced by psychological factors, such as cognitive biases and social dynamics, which marketers can harness to improve their approach.
Superiority Bias in B2B Decision-Making
One of the most prominent psychological tendencies in B2B decision-making is the Superiority Bias, a tendency for individuals to view themselves as rational, ethical, and well-informed. Decision-makers want to feel as though they are making the right choice not only for their company but also for their professional identity.
This is especially important in B2B marketing, where these individuals often seek validation from peers and industry leaders for their decisions. According to psychologist Robert Cialdini, social proof and authority are powerful factors in persuading people, and these can be leveraged through testimonials, case studies, and endorsements from respected industry figures.
"People prefer to align with others they perceive as credible and trustworthy. In B2B marketing, establishing authority through industry endorsements and case studies can significantly influence decision-making."(Cialdini,2009) [2]
When pitching to a decision-maker, presenting a case study from a company with a similar profile or that has faced similar challenges can validate their decisions and affirm their professional standing.
The Hero's Journey in B2B Sales
Another aspect of B2B decision-making psychology involves making the decision-maker feel like a hero. The process of making a successful deal releases dopamine and oxytocin in the brain, creating a sense of accomplishment. Therefore, in marketing communications, it’s essential to frame the decision-maker as someone who will succeed by choosing the right product or service. A well-structured B2B campaign doesn’t just highlight the product; it shows the value the decision-maker will gain by choosing it.
For example, brands like Salesforce often use "success stories" or "customer journeys" to highlight how decision-makers can become champions in their organisations by implementing the right solutions. This approach personalises the product or service and allows buyers to envision their success with it.
The Role of Integrated Digital Marketing in B2B Push Strategies
With the integration of digital tools into marketing practices, the push strategy has evolved. In a traditional push strategy, the focus was on disseminating information—specifications, price lists, promotions, etc. Today, this strategy must be more targeted, personalised, and data-driven to be effective.
Integrated Digital Marketing: Timing and Targeting
To effectively push a product in a digital world, marketing tools must work in harmony. This includes integrating email campaigns, social media engagement, content marketing, and more. "Successful B2B marketing strategies today are those that integrate digital tools—email campaigns, social media, content marketing, and website optimization—in a cohesive manner, ensuring a seamless customer journey." (Gartner, 2020) [3] Timing and targeting are critical: a well-crafted email may lead to a click, but if the landing page doesn’t align with the promise of the email, conversion rates will drop.
A great example of this integration in action is HubSpot, which uses a combination of emails, blog posts, webinars, and downloadable content to guide decision-makers through their buyer’s journey. By providing the right content at the right time, they create a seamless experience for the buyer that builds trust and credibility.
The Power of Personalised Messaging
A personalised approach to B2B marketing is indispensable. Marketers should avoid sending generic messages to all decision-makers. Instead, segmentation and deep insights into customer data should guide the creation of content that speaks directly to the individual’s needs and interests.
According to McKinsey & Company (2020) [4], today's B2B buyers are increasingly well-informed through digital channels and anticipate companies to provide personalised and relevant content tailored to their specific business requirements.
Platforms like LinkedIn provide a rich opportunity for targeted ads and content to be pushed to decision-makers based on their professional profile and company.
Measuring Success Through Data
Data plays a significant role in optimising digital push strategies. With advanced analytics tools, marketers can track the behaviour of decision-makers in real-time, from which pages they visit on the website to what content they download. This real-time data allows for immediate follow-up and personalised messaging, ensuring that the decision-maker’s needs are addressed promptly.
HubSpot (2021) [5] found that more than 61% of marketers believe that personalising content and follow-ups boosts conversion rates, highlighting the importance of customising marketing strategies based on buyer behaviour and data.
Companies like Marketo are masters in leveraging this data to personalise messaging and ensure they hit the right decision-makers with the right message at the right time.
The FCB Grid and its Application in B2B Marketing
To craft effective B2B copy, marketers should consider the FCB Grid, a model that categorises consumer behaviour into four quadrants based on involvement and the nature of the decision-making process. Developed by the Foote, Cone & Belding advertising agency, the grid helps marketers understand how to tailor their messaging based on consumer needs and decision-making processes, which can also be applied to B2B marketing (Schiffman & Kanuk, 2010) [6]:
High Involvement, Thinking (Cognitive) - Rational, Fact-based:
B2B decision-makers in this category seek logical and factual information, such as technical specifications, ROI, and efficiency. Studies in industrial marketing and B2B sales suggest that rational, fact-based information is critical for purchasing decisions, especially when buyers are evaluating complex solutions (Kotler & Keller, 2016) [7].
The copy in this case should be informative, clear, and emphasise the technical specifications, ROI, and efficiency of the product. Examples include product brochures, whitepapers, or case studies that demonstrate how the product will solve specific business challenges.
A cloud storage provider might emphasise the scalability, security features, and cost-efficiency of their product in a data sheet or report.
High Involvement, Feeling (Emotional) - Emotional, Value-based:
Emotional decision-making is becoming more significant in B2B contexts, particularly when long-term investments are involved. B2B buyers are increasingly driven by value-based decisions that align with their goals, business values, and personal success (Cialdini, 2009) [8]. This approach can influence how solutions, particularly those with long-term benefits, are marketed to decision-makers.
Here, marketing should focus on the emotional benefits, such as how the solution will ease their burden or elevate their company’s competitive position. This might include testimonials from senior executives or success stories that show the personal value of the solution.
A CRM software provider might highlight how using their system helped a business owner regain valuable time or improve customer relationships, focusing on personal success rather than just functionality.
Low Involvement, Thinking (Cognitive) - Functional, Simple:
In this quadrant, decision-makers seek quick, straightforward information. They are not deeply engaged with the decision, so the copy should be simple and to the point.
Research suggests that B2B decision-makers, when not deeply involved, prioritise straightforward information and offers (Solomon, 2017) [9].
Examples include brief email copy or banner ads that highlight a single feature or special offer.
An office supply company might send a brief email highlighting discounts on bulk orders, focusing purely on the functional aspects like "Save 20% on your next order."
Low Involvement, Feeling (Emotional) - Brand-oriented, Persuasive:
Even in low-involvement decisions, brands that resonate emotionally can stand out. The copy should be persuasive and aligned with the brand’s personality. This approach works best for products or services that might have multiple vendors in the market and where decision-makers can be swayed by brand values or perceived status.
B2B marketers must ensure that their brand resonates emotionally with decision-makers by emphasising values, such as quality, reliability, and customer service (Huang & Benyoucef, 2013) [10].
A business card printing company might emphasise its commitment to design excellence and customer service, aiming to appeal to decision-makers’ desire for quality.
Conclusion
To succeed in B2B marketing today, companies must adapt traditional push strategies to modern, integrated digital marketing tactics. By understanding the psychological triggers of decision-makers, such as the desire for validation, success, and rationality, and aligning marketing efforts with these motivations, brands can create a more engaging, personalised experience.
Leveraging the FCB Grid helps marketers develop copy that resonates with buyers at different levels of involvement, ultimately building long-term, successful relationships.
By combining psychological insights with powerful digital marketing tools, businesses can drive demand, create loyalty, and position themselves as trusted partners in the B2B marketplace.
References:
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Cialdini, R. B. (2009). Influence: The Psychology of Persuasion (Revised Edition). Harper Business.
Gartner (2020). The 2020 B2B Marketing Leaders' Guide to Digital Transformation.
McKinsey & Company. (2020). The New B2B Buying Journey: How B2B Marketing Leaders are Winning in the Digital Age.
HubSpot. (2021). State of Inbound Report.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.). Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Cialdini, R. B. (2009). Influence: Science and Practice (5th ed.). Pearson Education.
Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson Education.
Huang, Z., & Benyoucef, M. (2013). From E-commerce to Social Commerce: A Close Look at Design Features. Electronic Commerce Research and Applications, 12(4), 246-259.
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