1. Getting to know your customers – inside out
Katie Hart
FCIM

2. Definition
The science of mind and behaviour

3. The old way…

4. The current way…

5. Greatest B2B potential

6. Authority

7. Authority

8. Authority

9. Applications Position yourself and organisation as an authority
Demonstrate expertise, credibility and thought leadership
LinkedIn, Twitter, vlogs, articles, awards, conferences
Learn to dress yourself!

10. Reciprocity

11. Applications
Provide something of value, get something back – likes, follows, contact details etc
Especially relevant in B2B as can involve longer sales processes and internal ‘re-marketing’
Relationship building

12. Gender

13. Gender
Physiological differences impact on our behaviours and decision making processes
Many marketing practices are naturally skewed to male brains. Increase in female influence in B2B buying - worldwide

14. Conclusions