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#108: Mind Tricks in B2B Marketing part 2: Liking & Authority (behavioural science)

Episode 108

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We’re continuing to explore neuroscience insights for B2B marketing levers to pull.

This week, we’re looking at ‘Liking’ & Authority as two more key principles to help guide us at the forefront of our respective industries.

These are a few more tried and true principles that not only help us make sense of what’s happening in the marketing world around us, but also allow us to tap into these principles in our own work as we look to continue to get better at helping our dream customers.

Watch The Episode

00:00:00 Ryan Reynolds’ Success with Mint Mobile

00:02:00 Introduction to Liking & Authority

00:04:00 The Power of Liking in Marketing

00:05:00 The Telephone Fundraising Experiment

00:06:00 Real-world Implications of Liking

00:14:40 The Milgram Experiment & Authority

00:16:00 Authority in Marketing & Endorsements

00:17:00 Michael Jordan’s Endorsement of Nike

00:19:20 Trusting Tim Ferriss as an Authority

00:20:20 Building Brand Authority in Marketing


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S05 E108 – The B2B Playbook


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Episode 108