BCM Agency


Your


As humans, we like to think of ourselves as rational beings who make rational decisions. We weigh risk against gain, investment against return, eff ort against value. It’s tempting for B2B marketers to imagine that their customers are deeply rational, ordered, professional beings. But the reality of the matter is that an estimated 95% of the B2B buying decision process takes place in the unconscious mind. In other words, your B2B customers and prospects are largely driven by emotional and visceral responses, and unconscious biases. And just to multiply that challenge for the B2B marketer, in the B2B


customers are not rational


buying process there are an average of seven decision-makers within a decision-making unit (DMU). Professor De Martino (Associate Professor of Neuroscience at UCL and cognitive consultant to bcm) explained: “In my view, it is only by understanding cognitive biases and how they aff ect customer decision-making that marketers can truly become effective. And where you have many decision-makers involved, each decision-maker needs, eff ectively, to be treated as a separate and self-contained unit harbouring many potential biases.”


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ALL THINGS BUSINESS


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