Using behavioural science in B2B marketing

A lot of what we do in marketing, B2B or B2C, involves getting into other people's heads. We're often trying to work out why they behave the way they do and how we might be able to influence them to behave the way we'd like. In this video, Richard Shotton, author of the excellent The Choice Factory unpicks how we can use some of the core concepts of behavioural science in B2B marketing.