Funny thing about B2B marketers and sellers – you seem to presume that business decision makers check their brains at the door. Because it would appear, by the marketing messages you develop and the presentations you make, that you think you are selling to robots that logically process and rationally justify everything. Neuromarketing is the antithesis of that.
In fact, neuromarketing prevents you from treating your decision makers like Spock from Star Trek, assuming that they have no capacity for emotion.
The study of neuromarketing proves that prospects are still human. Your target buyers make decisions to change and buy based on emotion while justifying with facts. Neuromarketing, a concept developed by psychologists at Harvard University 1990, is a field of marketing research that examines consumers’ sensorimotor, cognitive, and effective response to marketing stimuli.
The techniques behind neuromarketing are based on research into how customers think(pdf), which shows that 95 percent of thinking takes place in our unconscious minds and that people use …