BizSugar.com › Online Marketing › 3 ways to use the \"familiarity bias\" for maximum B2B engagement

B2B marketing is undergoing a great deal of change, one aspect of which is a dramatic growth in B2B e-commerce, which Frost & Sullivan projects will reach $6.7 trillion in annual revenues by 2020. If you want a piece of that pie, you’ll need a whole lot of engagement.

Typically, those in the B2B space prefer to do business with someone they already know, with a company they already have a connection to, or with someone they have an “in” with. Approximately 75% of B2B buyers and 84% of senior-level executives turn to social media to support their decision-making, according to IDC research (PDF) sponsored by LinkedIn.

This is why you need to make the most of what psychology-minded marketers call the “familiarity bias,” which says that people are more apt to buy or invest in what they already know.

Here are three ways you can make it work for you.