The Psychology of Today’s Buyer: A Layman’s Guide to What’s Going On in Your Buyer’s Head

Modern B2B buyers are more risk-averse, more overwhelmed, and more self-directed than ever. And while data and intent signals provide clues, they don’t tell the full story. What’s really driving their decisions? What’s holding them back?

This session takes CMOs beyond the funnel and into the mind of today’s buyer—unpacking the psychological undercurrents behind how purchasing decisions are made in a post-COVID, AI-influenced, trust-fractured world. With a no-fluff, jargon-free approach, we’ll explore how cognitive biases, emotional drivers, and perception of risk shape how buyers engage with your brand, your sales team, and your message.

You’ll walk away with a sharper lens on how to align strategy with actual buyer behaviour—and how to lead your team to market with more empathy, precision, and impact.

What we’ll cover:

• Why buyers say “maybe later” (and what that really means)
• The hidden psychology behind B2B indecision and ghosting
• How trust is earned (and lost) in the age of automation and AI
• Practical ways to shape messaging and GTM strategies that resonate deeper and convert faster

For CMOs ready to move beyond tactics and drive real buying momentum—this is your edge.