A new study by LinkedIn reveals that B2B buyers are primarily motivated by fear—the fear of making an indefensible purchase. This paradigm shift emphasizes emotional validation and social proof over traditional aspects like product performance or pricing. The research suggests that B2B marketing strategies need to evolve to address this growing market, which accounts for nearly $20 trillion annually. LinkedIn aims to unlock this potential by understanding the real motivations behind B2B purchasing decisions, indicating a crucial need for a new marketing framework in this field.
The number one thing B2B buyers want isn't the best product or the best price - it's a decision they can defend two years from now if everything falls apart. What they're really buying is a career-proof rationale.
B2B is four times bigger than B2C, yet the thinking around it has lagged. It has been treated as a poor cousin to consumer marketing when it really needs its own framework.
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