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The Yes Advantage
NewtonX and Transmission launch the first global behavioural science study in B2B, showing how small, human-focused changes make marketing more memorable and effective.
Even in the most complex, high-stakes business decisions, B2B buyers are still human. Instinct, bias, and emotion shape choices just as much as logic and data.
In partnership with Transmission and behavioural scientist Richard Shotton, NewtonX conducted the first global study of its kind — 10 real-world experiments with 500+ verified B2B buyers worldwide — to uncover the psychological biases that truly drive vendor selection, trust, and recall.
Why it matters
While 58% of marketers say they’re familiar with behavioural science, only 17% use it. This untapped advantage can transform performance:
- +42% recall from distinctive creative
- +37% perceived quality via positive associations
- +55% trust by showing visible human effort
Inside the report
This isn’t theory. It’s 10 field-tested experiments revealing what actually moves B2B buyers to remember, trust, and choose your brand. Inside, you’ll discover:
- The 9½ behavioural biases that quietly shape decisions at every stage of the buyer journey — from first impression to final shortlist.
- Gen X vs. BETA buyer insights — how two generations process risk, recall messages, and respond to creative in different ways.
- Proven, low-cost applications — ways to use behavioural science in brand, demand, and ABM without overhauling your entire strategy.
- Creative that cuts through — evidence-backed tactics that make marketing impossible to ignore, easier to remember, and harder to say no to.
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