In this episode, Vassilis Douros and Marc Binkley unpack the messy reality of B2B buying, following a thought-provoking conversation with Jann Schwartz and Mimi Turner.

They explore how buying decisions are rarely rational or linear—shaped instead by shifting group dynamics, emotional “jobs to be done,” and the human need for trust and validation. Drawing from personal experiences with software purchasing, they highlight why buying groups don’t map neatly to org charts, why deals often stall due to misalignment rather than product fit, and how brand fame works differently for large versus niche players.

The discussion also dives into what this means for B2B marketers and creatives alike—from building awareness to navigating the unique challenges smaller brands face when competing with established giants.

Enjoy the show!

Our Guests:

Mimi Turner: Head of Marketplace Innovation, LinkedIn LMS

https://www.linkedin.com/in/mimi-turner/

Jann Martin Schwartz: Senior Director of Marketplace Innovation, LinkedIn

https://www.linkedin.com/in/janns/

Follow Our Updates⁠⁠

LinkedIn: https://www.linkedin.com/company/sleeping-barber/

https://www.sleepingbarber.ca

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

Takeaways

• B2B buying is a complex and relational process.
• Emotional components play a significant role in decision-making.
• Buyers often carry the blame for failed purchases.
• Buying groups should ideally be small and focused.
• The onboarding experience can impact perceptions of a product.
• Understanding emotional jobs to be done is crucial for marketers.
• Creative strategies must align with the emotional journey of buyers.
• Brand awareness is essential for niche products to compete.
• The buying process involves multiple stakeholders and perspectives.
• Marketers need to navigate political capital within organizations.

Chapters:

00:00 - Navigating the Complexities of B2B Buying

02:38 - The Emotional Weight of Decision Making

05:19 - The Role of Buying Groups in B2B

07:55 - Understanding Emotional Jobs to Be Done

10:30 - Creative Implications in B2B Marketing

13:00 - The Importance of Brand Awareness in Buying Decisions

15:23 - Integrating Products in a Buying Ecosystem