51. Decoding decisions: anchoring, self-herding and science in B2B with Phil Barden
Join Dom Hawes and Phil Barden as they continue their exploration of decision science in B2B marketing.
The episode details how (B2B) marketers can utilise behavioural insights to modify customer behaviour without changing underlying beliefs and how to use past customer actions to guide future decisions.
About Phil BardenPhil has over 25 years client-side brand management experience (Unilever, Diageo and T-Mobile). Whilst responsible for T-Mobile’s brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered 'decision science’. DECODE’s work led to the Liverpool St flash mob ˈdanceˈ ad which increased T-Mobile sales by 49% and further work halved customer churn. This epiphanal moment led Phil to set up DECODE in the UK.
Author of ‘Decoded. The Science Behind Why We Buy’ and a Fellow of The Marketing Society, Phil works with many clients and agencies in the application of decision science to day-to-day brand and shopper marketing activities.
LinksFull show notes: Unicorny.co.uk
LinkedIn: Phil Barden | Dom Hawes
Website: Decode Marketing
Sponsor: Selbey Anderson
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