Nudging B2B Buyers: Behavioral Science for Growth w/ Nancy Harhut
04/08/25 • 51 min
B2B buyers like to think they make decisions based on logic, data, and careful evaluation. But research shows that subconscious biases and psychological shortcuts play a significant role in business purchasing decisions.
So how can B2B marketers use behavioral science to nudge buyers in the right direction?
In this interview with Nancy Harhut, award-winning author of Using Behavioral Science in Marketing, we will explore:
The Science Behind B2B decision-making and Why Buyers Rely on instinct more Than They Realize
How to apply proven nudges to improve email response rates, content engagement, and sales funnel conversions
The behavioral triggers that reduce friction and accelerate deals
Common mistakes marketers make when using behavioral tactics and how to avoid them
B2B sales cycles are long, complex, and involve multiple stakeholders. Understanding how to apply behavioral science effectively can help marketers cut through the noise, drive action, and increase pipeline velocity.
🎤 Guest: Nancy Harhut – Chief Creative Officer, Behavioral Science Expert & Award-Winning Author
🎙 Host: Steffen Hedebrandt – CMO & Co-founder, Dreamdata
Follow Nancy Harhut on LinkedIn: https://www.linkedin.com/in/nancyharhut/
Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/
Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.
To stay updated on all things Dreamdata and B2B go-to-market:
👥 Follow us on LinkedIn: Dreamdata
💬 Join Our Community on Slack: Dreamdata Community
🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review.
🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io
B2B buyers like to think they make decisions based on logic, data, and careful evaluation. But research shows that subconscious biases and psychological shortcuts play a significant role in business purchasing decisions.
So how can B2B marketers use behavioral science to nudge buyers in the right direction?
In this interview with Nancy Harhut, award-winning author of Using Behavioral Science in Marketing, we will explore:
The Science Behind B2B decision-making and Why Buyers Rely on instinct more Than They Realize
How to apply proven nudges to improve email response rates, content engagement, and sales funnel conversions
The behavioral triggers that reduce friction and accelerate deals
Common mistakes marketers make when using behavioral tactics and how to avoid them
B2B sales cycles are long, complex, and involve multiple stakeholders. Understanding how to apply behavioral science effectively can help marketers cut through the noise, drive action, and increase pipeline velocity.
🎤 Guest: Nancy Harhut – Chief Creative Officer, Behavioral Science Expert & Award-Winning Author
🎙 Host: Steffen Hedebrandt – CMO & Co-founder, Dreamdata
Follow Nancy Harhut on LinkedIn: https://www.linkedin.com/in/nancyharhut/
Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/
Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.
To stay updated on all things Dreamdata and B2B go-to-market:
👥 Follow us on LinkedIn: Dreamdata
💬 Join Our Community on Slack: Dreamdata Community
🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review.
🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io
Previous Episode
Competition in B2B Marketing: What Matters (and What Doesn’t)
B2B marketers spend a lot of time thinking about the competition. But how much of it actually impacts your revenue—and how much is just noise?
Some competitive insights help you win more deals, optimize campaigns, and sharpen positioning. Others are distractions that drain time and resources.
In this session, Steffen Hedebrandt will be joined by Andy McCotter-Bicknell, Head of Competitive Intelligence at Apollo.io and the creator of Healthy Competition to break down:
The competitive insights that actually move the needle
Common mistakes marketers make when analyzing competitors
How to turn competitive intelligence into revenue growth
If you're in B2B marketing, demand generation, or product marketing, this conversation is for you.
Follow Andy McCotter-Bicknell on LinkedIn: https://www.linkedin.com/in/andrewmccotterbicknell/
Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/
Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.
To stay updated on all things Dreamdata and B2B go-to-market:
👥 Follow us on LinkedIn: Dreamdata
💬 Join Our Community on Slack: Dreamdata Community
🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review.
🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io
Next Episode
From Founding Vivino to YouTube Success: Heini Zachariassen’s Raw Lessons
How do you go from building the world’s largest wine app to creating a thriving YouTube channel with over 100,000 subscribers?
Heini Zachariassen, Founder & Chairman of Vivino and host of Raw Startup, has done both—turning ideas into global successes.
In this exclusive interview, Dreamdata CMO Steffen Hedebrandt dives deep with Heini to uncover:
How he grew Raw Startup from zero to 100,000+ subscribers
The challenges of building a YouTube brand as a startup founder
The strategies that helped him break through in a crowded content space
What he learned from scaling Vivino that also applies to YouTube growth
Why consistency, audience-first thinking, and persistence are key to success
Whether you’re an entrepreneur, a marketer, or someone looking to build a loyal audience, this session will be packed with real lessons, raw insights, and actionable takeaways. Don’t miss it!
Follow Heini Zachariassen on LinkedIn: https://www.linkedin.com/in/heini/
Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/
Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.
To stay updated on all things Dreamdata and B2B go-to-market:
👥 Follow us on LinkedIn: Dreamdata
💬 Join Our Community on Slack: Dreamdata Community
🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review.
🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io
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