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How Emotions Drive Purchasing Decisions

On this episode, Chris shares how emotions drive purchasing decisions, why customers respond to storytelling, and the impact of understanding the consumer.

Mindtickle is the market-leading sales readiness platform, helping revenue leaders at world-class companies like Johnson & Johnson, Splunk, and Wipro, be ready to grow revenue by increasing knowledge, understanding ideal sales behaviors, and adapting to change. Dozens of Fortune 500 and Forbes Global 2000 companies use Mindtickle to define excellence, build knowledge, align content, analyze performance, and optimize behavior throughout their sales organizations. Mindtickle is recognized as a market leader by top industry analysts and is ranked by G2 as both the #1 enterprise software product and #5 sales software product.

Industry
Software Development
Founded
2012
Chris Lynch

Guest Bio

Chris Lynch is a CMO with a proven track record leading and growing both direct-to-consumer and B2B marketing organizations. His marketing leadership strengths include product positioning, messaging, brand awareness, demand growth, and actionable go-to-market strategies. Chris can lead both small and large marketing teams, with strong eye for developing and mentoring top talent. He has experience accelerating topline revenue growth in companies undergoing rapid change in their product development, business model, and organizational dynamics.

Guest Bio

Chris Lynch is a CMO with a proven track record leading and growing both direct-to-consumer and B2B marketing organizations. His marketing leadership strengths include product positioning, messaging, brand awareness, demand growth, and actionable go-to-market strategies. Chris can lead both small and large marketing teams, with strong eye for developing and mentoring top talent. He has experience accelerating topline revenue growth in companies undergoing rapid change in their product development, business model, and organizational dynamics.

Episode Summary

This episode features an interview with Chris Lynch, CMO of Mindtickle, the market-leading sales readiness platform, helping revenue leaders at world-class companies. Chris has a proven track record leading and growing both direct-to-consumer and B2B marketing organizations.   

On this episode, Chris shares his insights into how emotions drive purchasing decisions, why customers respond well to strong storytelling, and why it's important to understand the consumer from a data standpoint.

Key Takeaways

  • Emotions drive purchasing decisions
  • People respond well to strong storytelling
  • It’s important to understand the consumer from a data standpoint

Quotes

“People respond well to strong storytelling, no matter if you’re in a consumer context or you’re in a B2B context because even in B2B, there are people making decisions.”

Episode Highlights

*(02:49) - Chris’s role at Mindtickle

*(07:11) - Why emotions drive purchasing decisions

*(08:13) - Segment: Trust Tree

*(14:03) - Segment: The Playbook

*(25:42) - Figuring out your brand story

*(31:36) - Rebranding your website

*(37:15) - Segment: The Dust Up

*(38:45) - Segment: Quick Hits

Episodes Transcript

  • Emotions drive purchasing decisions
  • People respond well to strong storytelling
  • It’s important to understand the consumer from a data standpoint
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