B2B marketing assumes buyers are rational. They probably aren’t.

Buying decisions are shaped by fear, status, reassurance, and habit. Committees amplify uncertainty.

Data increases confidence but not always wisdom.

In this session, Rory Sutherland explores how B2B decisions are really made.

What this means for ads, messaging, and persuasion.

Why logic often loses to psychology.

Why brands matter more in complex B2B than we like to admit.

We’ll talk about measurement, but not as an answer machine.

Data as a way to reduce noise. Not to replace judgment.

Rory will challenge the idea that better dashboards automatically lead to better decisions.

What effective ads actually do in high-risk B2B choices. And why over-optimisation can quietly destroy value.

This session is for B2B marketers. For those navigating complex buying journeys. And for anyone who suspects that the real advantage lies in how marketing is framed, not just how it’s measured.

Follow Rory Sutherland on LinkedIn: https://www.linkedin.com/in/rorysutherland/

Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/

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Rory Sutherland: The Irrational B2B Buyer & What it Means in 2026