#27 - The B2B Marketing Objectivity Trap with Rory Sutherland
FINITE: B2B Marketing Podcast for Tech, Software & SaaS
Chapters
1:53
Rory’s role at Ogilvy
2:21
Why B2B decision making is not exempt from psychological analysis
3:22
What is the objectivity trap?
7:04
A universe that would not need marketing
9:19
Value as the product of perception
10:10
Covid-19 has proved that innovation in tech should be embraced
12:31
Understand people’s problems
14:43
The SCARF model
18:20
B2B buyers care about the blame game
23:13
Tackling risk adversity with ‘freemium’
25:52
Without face to face events, what are B2B marketers to do?
27:39
No limits to seating capacity
31:03
Zoom replacing air travel
33:08
Spreadsheets and data can’t read human emotions
35:51
Why the reward for thinking weird is greater than the risk
42:41
How to organise senior management to focus on the psychology of a business
45:05
Using the right kind of science in marketing – biology!
FINITE: B2B Marketing Podcast for Tech, Software & SaaS
#27 - The B2B Marketing Objectivity Trap with Rory Sutherland
Sep 20, 2020
Season 1
Episode 27
Alex Price
Rory Sutherland needs little introduction for most marketers.
Rory has recently produced a B2B marketing report called The Objectivity Trap in partnership with LinkedIn's think tank The B2B Institute and I had a chance to sit down with him to talk through some of the findings.
As Vice Chairman of Ogilvy UK, Rory also heads up their Behavioural Science Practice along with being a seasoned author and speaker.
This episode is a must listen for any B2B marketer interested in how people think, and what it means in a B2B context.
