- Online Lorena Gil

B2B Marketing Strategy

With over a decade of international experience, I help companies transform challenges into opportunities through clear, actionable marketing strategies tailored to their market. From planning to execution, I ensure your products and services reach the clients who matter most—delivering impact, growth, and long-term value.

Let's first understand consumers: your client's client

We, consumers, like to believe we’re in full control of our choices—but our brains tell a different story. Most of the time, we operate on autopilot, processing endless stimuli quickly but not always accurately. A single trigger can spark an impulse and push us straight into action. That’s why so many of our daily decisions are automatic, shaped not by careful thought, but by the shortcuts our brain takes: our biases.

Stimuli

An event or thing perceived by our senses that evokes a reaction.

Trigger

An auomatic response to the stimuli. creating a sense of certainty to decide.

Action

The immediate step we take, often without deeper reflection—just doing it.

Our biases are our commander in the digital era

Reading the research paper “Cognitive Biases in Fact-Checking and Their Countermeasures: A Review (2024)”, cognitive biases evolved because of the intrinsic limitations of humans when making a decision. However, these biases are the ones that skew our assessments away from an objective perception of information.

There are 221 cognitive biases identified, each playing a critical role in the way we consume information and content.

Psychologists are just as aware of these biases as experts in tech companies. It’s no coincidence that social media becomes addictive—the release of dopamine our brain experiences within milliseconds of scrolling and engaging with content is by design.

Our consumption behavior, both online and offline, is constantly evolving. Therefore, to remain competitive in this digital era, it is not enough to deliver an excellent product or service; businesses must also understand and adapt to these changes in consumer behavior.

Additionally, being aware of these biases not only helps businesses better understand consumer behavior, but also makes us more conscious of our own judgment errors.

The challenge

Consumers are constantly bombarded with stimuli—both consciously and unconsciously. Most of the time, our brain operates in autopilot mode, relying on cognitive biases to make quick decisions. This often leads to misinterpretations in our judgment. And on top of that, tech companies know exactly how to exploit these patterns to capture and monetize our attention.

So the real question is: How can your product, service, or brand break through the noise, earn a spot in consumers’ attention, and ultimately stay top of mind, so you keep increasing sales?

That’s the modern challenge. Today, the true gold is attention—and the mine is the mind.

Even in B2B, this applies. It’s easy to believe that consumer behavior isn’t relevant to your business—but never forget: at the end of the day, every decision-maker is still human, and every human is a consumer.

How do we get more attention?

The solutions

To stay ahead of shifting consumer behaviors and market dynamics, there are four key factors that can guide you in thinking strategically about B2B marketing. These factors will help you cut through the noise, spot opportunities, and drive measurable results.

The path to finding those opportunities depends on several elements: the industry your business operates in, the markets you serve, how precisely you segment your audience, and the objectives you set out to achieve.

Solutions into actions

How I put these factors into action for B2B business? Click on the below button to discover my experience and business cases—real examples of how I’ve turned strategy into measurable results.