The Power of Behavioral Insights in People-first Marketing

Early in my career, I was all about product features and benefits. I thought clients would come running if I could list enough cool things about our software.

Spoiler alert: they didn't. It wasn't until I started paying attention to how people actually make choices—much like my little girl in Target—that I saw a dramatic shift in our marketing effectiveness.

Here's the deal: consumer decisions, whether a 6-year-old chooses a toy or a CEO selects a software solution, are influenced by far more than just a list of features. How choices are presented, the opinions of others, the fear of missing out—all these factors play a huge role. By tapping into these insights, we can align our marketing efforts with the way people actually think and act.

This is the essence of our
People-first GTM model.

Let me walk you through three key behavioral principles and how they can enhance your marketing strategy.

Choice Architecture: Less is Often More

Remember how overwhelmed Reese was in that toy aisle? That's exactly how our customers feel when we bombard them with too many options. I used to think that offering more choices was always better. "Give the customer everything they could possibly want!" was my mantra. But I was dead wrong, and it cost us conversions.

Barry Schwartz's
research on the paradox of Choice
shows that too many choices can lead to lower satisfaction and decision paralysis. I've seen this play out repeatedly in my own campaigns.

Here's a real-world example from my time at PlanGrid, the construction productivity software company later acquired by Autodesk. We initially offered six different pricing plans, each with various add-ons and optional modules. We thought this level of customization would be perfect for the diverse needs of construction projects. In reality, it led to decision paralysis. Our conversion rate from pricing page visits to trial sign-ups was at a measly 3.2%.

Working with our leadership and marketing teams, we simplified our offering to just three options: "Basic," "Advanced," and "Premium." Each plan was tailored to a specific project size and complexity. The results? Within three months, our trial sign-up conversion rate more than doubled to 7.8%, and our average sales cycle shortened by 40%. This experience drove me to the power of simplifying choices in B2B software.

Our job as marketers is not to provide more choices but to curate and simplify. It's about guiding customers to the best decision, not overwhelming them with options.

Actionable Tip: When creating content or designing your product experience, focus on simplicity. Develop cornerstone assets that bring your brand story and point of view to life, addressing key pain points for specific personas. In your product, create a guided experience that showcases your core value quickly without overwhelming users with every feature.

Social Proof:
Word of mouth still reigns supreme

Remember how Reese asked that other kid in the aisle what they thought of the doll? That's social proof in action and is just as powerful in the B2B world.

I used to be skeptical about the impact of testimonials and reviews. "People will make their own decisions," I thought. But I couldn't have been more mistaken.

A
BrightLocal survey
found that 50% of consumers trust online reviews as much as personal recommendations. This statistic hit home for me when we implemented a robust review system for our product.

At Alyce, an AI-powered gifting platform (Which was acquired by Sendoso a few months ago), we launched "Gifting Intelligence" but struggled with adoption. To boost traction, we leveraged customer testimonials. We featured five early adopters' video stories and case studies on our landing page and in email campaigns. These weren't just generic praise; they included specific wins like a "40% increase in meeting acceptance rates."

The results were tangible: we saw a 12% increase in demo requests for Gifting Intelligence in the following month. This wasn't an overnight miracle, but a steady improvement that continued, leading to an 18% increase in feature adoption over the next quarter.

I'm convinced that social proof is not just a nice-to-have but a must-have. In the B2B world, where decisions often involve multiple stakeholders and significant investments, the reassurance that others have successfully used and endorsed your product is invaluable.

Actionable Tip: Leverage the power of your community and partnerships. Collaborate with industry influencers, creators, and complementary brands to amplify your message and provide social proof. Share customer stories and case studies prominently in your marketing materials.

Scarcity and Urgency: The FOMO Factor

That toy with limited stock that nearly sent Reese into a frenzy? That's the power of scarcity and urgency at work. I used to think that creating artificial scarcity was manipulative. But I've realized that when done ethically, it's actually about helping customers make timely decisions that benefit them.

Research shows that scarcity can increase the likelihood of impulse purchases. But in B2B, it's not about impulse—it's about motivating action on decisions that prospects are already considering.

We once launched a new feature with unlimited access for the first 100 sign-ups. The response was overwhelming. Not only did we hit our target quickly, but the buzz it created led to a surge in interest that lasted well beyond the initial offer.

When genuine, scarcity and urgency serve both the business and the customer. It's not about creating false pressure but about clearly communicating real limits or time-sensitive opportunities.

Actionable Tip: Incorporate authentic scarcity and urgency into your marketing strategy. This could be through limited-time offers, exclusive access to new features, or spots in a high-value workshop. Remember, the key is to make these offers genuinely valuable and limited in availability.