{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Attributed - A podcast by Dreamdata","title":"Repost: Rory Sutherland: The Irrational B2B Buyer & What it Means in 2026","html":"","width":"100%","height":180,"duration":3048,"description":"B2B marketing assumes buyers are rational. They probably aren’t.\nBuying decisions are shaped by fear, status, reassurance, and habit. Committees amplify uncertainty.\n\nData increases confidence but not always wisdom.\nIn this session, Rory Sutherland explores how B2B decisions are really made.\n\nWhat this means for ads, messaging, and persuasion.\nWhy logic often loses to psychology.\n\nWhy brands matter more in complex B2B than we like to admit.\nWe’ll talk about measurement, but not as an answer machine.\nData as a way to reduce noise. Not to replace judgment.\n\nRory will challenge the idea that better dashboards automatically lead to better decisions.\n\nWhat effective ads actually do in high-risk B2B choices. And why over-optimisation can quietly destroy value.\n\nThis 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.\n\nFollow Rory Sutherland on LinkedIn: https://www.linkedin.com/in/rorysutherland/\nFollow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/\n\nThanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.\n\nTo stay updated on all things Dreamdata and B2B go-to-market:\n\n👥 Follow us on LinkedIn: Dreamdata \n💬 Join Our Community on Slack: Dreamdata Community \n🎙️ 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. \n🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io ","thumbnail_url":"https://img.transistorcdn.com/9B73a2bRrurq7UHrYQcmczS4W0y3MxGzbwGrDi4NuAw/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9lYzQ5/YTc5NWIyZWQxNWRi/ZTJjYTc5YTRiODJk/ZWFiZC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}