Scientific research related to human behavior has given us so much information regarding why we do the things we do.  However, finding that information – as well as understanding it – may prove difficult for many outside of academia who would like to incorporate this research into their own marketing strategies and campaigns. 

The Research: Flow Theory is often described as a state of enjoyment, concentration and involvement in which we direct our attention and energy to a certain act. It’s a theory often used to describe our motivation to do something. It’s unique in that it suggests motivation isn’t always related to concrete rewards; perhaps the very behavior is intrinsically rewarding and that is why we act.  

Social media is an integral part of any B2B marketing arsenal, but often it can be difficult figuring out what your target audience wants out of this computer-mediated relationship.  

The following research on the subject of human behavior through other online avenues doesn’t directly relate to B2B, but it may prove useful in your own B2B marketing online strategy by helping you think about different things that motivate your target audience to engage with your online relationship.  

Frames are an integral part of your B2B messaging. In order to be most effective, you should frame your message to fit within the existing frames of your target audience.  

I was researching the life cycle of mass media and it brought up an interesting notion for us in B2B marketing. Most new media developments spawn out of existing ones; thus, we have to stay up-to-date on every current trend in order to evolve easily into the next one.

The Research: Eye-tracking studies have found that when most people view websites, they start at the upper left corner and then rush over the prominent images. So if you’re to the right of an image, you may have a better chance of being noticed than if you are to the left of it. There was a great case study about this on WhichTestWon.com — as well as the constant need to test rather than always just relying on research.

When selling the C-suite on approving your B2B marketing research proposal, remember to build in enough time and resources to complete the research effectively.  Research is the cornerstone of a successful B2B marketing campaign and it is not a place where you want to skimp on time. For example:  

In order to conduct effective B2B marketing research, you must be aware of the two agendas for which you have to account: yours and your target audience’s.

Research shows that motivating behavior is contingent upon many factors, but let’s examine three in particular: attention, relevance and confidence. Usually I treat at these as separate concepts in my blog posts, but today I’d like to show how all three can work together to further motivate buyer behavior.  

The Research: Eye-tracking studies have found that when most people view websites, they start at the upper left corner and then rush over the prominent images. So if you’re to the right of an image, you may have a better chance of being noticed than if you are to the left of it.