In 60 Seconds
- •The Myth: 'B2B is rational. B2C is emotional.' Data shows B2B buyers use the same mental shortcuts as everyone else.
- •The List: The most important battle in B2B is getting on the 'Shortlist' (RFQ). If you don't have Mental Availability, you aren't invited to bid.
- •Risk Aversion: B2B buyers fear getting fired. They choose known, 'safe' brands over unknown 'better' brands.
- •Fame: In B2B, Fame = Safety. If everyone has heard of you, you are a safe choice.
- •Strategy: You must advertise to the whole buying committee (and the industry) to build this fame, not just cold-call the decision maker.
There is a pervasive belief that B2B marketing is "Different." That it must be dry, rational, and centered on specs and whitepapers.
While specs differ, brains do not. The Procurement Officer buying a $1M software contract is using the same wetware (brain) they use to buy toothpaste.
The Mental Shortcut: Heuristics
B2B decisions are complex and risky. To manage this anxiety, buyers use Heuristics (mental shortcuts).
- Social Proof: "Who else uses them?"
- Authority: "Are they the leader?"
- Availability: "Who comes to mind first?"
The Battle for the Shortlist
In B2B, you don't win the deal in the boardroom. You win the deal by getting invited to the boardroom. 90% of B2B buyers choose a vendor from their initial 'Day 1' mental list.
If you aren't in their head before they start looking, you have already lost. They won't Google "Enterprise Software." They will Google "Salesforce vs HubSpot." If you are "Vendor C," you are invisible.
Building B2B Mental Availability
- Distinctive Assets: Yes, even in B2B. Have a memorable color. Have a personality.
- Wide Reach: Don't just target the CEO. Target the users, the influencers, the finance guy. Build "Collective Confidence" in the organization.
- Simple Messaging: "We save you money" sticks better than "Optimized synergistic leverage."
[!IMPORTANT] Nobody Gets Fired for Buying IBM This old saying is pure Mental Availability. IBM was the "Safe Choice" because it was the "Famous Choice." Your goal is to be the IBM of your local niche.
Read Next in This Hub:
- Double Jeopardy - Why size matters in B2B.
- 95-5 Rule - B2B cycles.
Related System:
- Proof and Trust - Building safety.