Rory Sutherland: The Irrational B2B Buyer & What it Means for 2026

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Rory Sutherland: The Irrational B2B Buyer & What it Means for 2026

Dreamdata • 2K views • Streamed live on Jan 29, 2026

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Video Information

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.

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