{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Attributed - A podcast by Dreamdata","title":"Rory Sutherland: The Irrational B2B Buyer & What it Means in 2026","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/38614597\"></iframe>","width":"100%","height":180,"duration":3048,"description":"B2B marketing assumes buyers are rational. They probably aren’t.Buying decisions are shaped by fear, status, reassurance, and habit. Committees amplify uncertainty.Data increases confidence but not always wisdom.In this session, Rory Sutherland explores how B2B decisions are really made.What this means for ads, messaging, and persuasion.Why logic often loses to psychology.Why brands matter more in complex B2B than we like to admit.We’ll talk about measurement, but not as an answer machine.Data as a way to reduce noise. Not to replace judgment.Rory will challenge the idea that better dashboards automatically lead to better decisions.What effective ads actually do in high-risk B2B choices. And why over-optimisation can quietly destroy value.This session is for B2B marketers. For those navigating complex buying journeys. And for anyone who suspects that the real advantage lies in how marketing is framed, not just how it’s measured.Follow Rory Sutherland on LinkedIn: https://www.linkedin.com/in/rorysutherland/Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.To stay updated on all things Dreamdata and B2B go-to-market:👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io Join our next Live sessions: Leslie Venetz: Why Your B2B Outbound is Killing Your BrandJoe Glover: The Power of In-Person Events in the Age of AIMark Ritson: Making B2B Marketing Work BetterHow to Win B2B LinkedIn Ads (272-Day Deals) with Anthony Blatner ","thumbnail_url":"https://img.transistorcdn.com/eKwPwFg_kFu0OXpJ6D1mwofvGkOi_e5uCrruJPsuaro/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS81NWE2/YzAzZmVlNGQxYWE2/NjYyODIxNGI2NTAy/M2U0NC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}