What really drives B2B buying decisions? In this episode of B2B Marketing Pint, Brendan Ziolo and Brian O’Grady sit down with behavioral scientist Pauline Kabitsis to unpack how behavioral science can help marketers build better campaigns, landing pages, onboarding flows, and product experiences.

Pauline explains why context matters more than generic best practices, why too much information often hurts performance, and how the best marketers stay focused on one key behavior at a time. The conversation also explores where AI is helping marketers, where it is creating more clutter, and why a little friction can sometimes increase perceived value instead of killing conversion.

If you market to humans making high-stakes business decisions, this episode is a useful reminder: B2B buyers are still people. Their choices are shaped by attention, risk, trust, effort, and emotion, just like any other buyer.

Expect practical examples, smart debate, and a myth-busting finish that challenges the idea that B2B marketing plays by a completely different set of rules.