Decision Labs Membership

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solve your most pressing challenges using decision science

By exploring the decision science, applying the research through a tool, and getting feedback from the experts, you’ll improve your prospect and customer conversations today. Jump into the community’s most popular solution sets below to see how you can tie together your membership resources to solve your most immediate revenue needs.

Generating more qualified pipeline

Provoke more prospect interest. Create more winnable opportunities. Avoid no decision. Disrupt, dislodge and defeat status quo bias.

This behavioral research study was designed to test the effectiveness of an alternative marketing and selling strategy to the traditional “voice of the customer” approach...
How do you present a convincing business case to prospects so they want to learn more and feel more urgency to act?
Use this Why Change planner to turn research insight into action.
Tim Riesterer
Chief Visionary
Tim Riesterer is the Chief Visionary at B2B DecisionLabs. He is responsible for the research agenda and development of practical, useful insight and tools.

Increasing customer retention rates

Document meaningful results. Build a case for renewal. Leverage your incumbent advantage. Reinforce your position as the status quo bias.

While provocative messaging approaches remain popular and effective when it comes to acquiring new customers, a previous B2B DecisionLabs experiment found that...
Telling customers about a price increase can be one of the trickiest, most delicate conversations that B2B professionals ever have to handle.
Use this Why Stay planner to turn research insight into action.
Catherine Alexander
Revenue Advisor
Catherine is a Revenue Advisor at B2B DecisionLabs. She has experience leading sales, consulting and customer success teams across European and US markets. She has served multiple ...

Gaining executive access and buy-in

Increase relevance with business and financial buyers. Create urgency for a decision. Justify your solution with a meaningful business case.

Stalled proposals and deals ending in “no decision” are a major threat to the health of your sales pipeline. There’s even a good chance you lose more deals in this fashion than you lose...
For this behavioral research study, B2B DecisionLabs partnered with Dr. Zakary Tormala to test whether Loss Aversion affects the judgments and decisions of corporate executives.
Use this Why Invest planner to turn research insight into action.
Jim Druckrey
Executive Advisor
Jim Druckrey is an Executive Advisor at B2B DecisionLabs. He brings over 30-years experience as a President and Chief Operating Officer-level executive at multiple companies ...

Differentiating against a difficult competitor

Overcome perceived parity. Avoid the commodity trap. Identify your distinct value proposition. Create clear contrast from the buyer’s alternatives.

If buyers can't distinguish your solution from your competitors', you look like just one more choice among many viable options. How do you create the competitive separation you need? How do you position your solution in a way that persuades buyers to choose you?
This study was designed to measure to what extent a presentation based on contrast - compared to one that only presents a future state condition - influences four key categories of persuasion, including purchase intent, attitude and choice, advocacy, and product perceptions.
Use this Why You planner to turn research insight into action.
Leslie Talbot
Revenue Advisor
Leslie Talbot is a Revenue Advisor at B2B DecisionLabs. She has spent her entire career helping organizations tell better stories to sell more effectively. Leslie has led marketing and sales ...

Or Explore Allthat B2B DecisionLabs Has to Offer

Browse research

Get inside your buyer’s brain by exploring our latest and greatest insights.

This behavioral research study was designed to test the effectiveness of an alternative marketing and selling strategy to the traditional “voice of the customer” approach…

This field trial was conducted to compare how an interactive assessment performs against a traditional e-book in a sales development campaign.

This behavioral research study was designed to test the effectiveness of an alternative marketing and selling strategy to the traditional “voice of the customer” approach…

Find a tool

Turn insight into action using practical tools, frameworks and templates. See what’s trending:

Convince customers of the need to change before talking about why they should choose you.

Expose and overcome the hidden forces that drive your prospects to no decision.

Connect with an Advisor

Call on an expert advisor to help you apply the research and tools to your context for the best results. Learn about how some of our top advisors can help:

Carmen Simon, PhD
Chief Science Officer

Dr. Carmen Simon is a cognitive neuroscientist and Chief Science Officer at B2B DecisionLabs. Her groundbreaking research using brain studies shows …

Dr. Carmen Simon is a cognitive neuroscientist and Chief Science Officer at B2B DecisionLabs. Her groundbreaking research using brain studies shows how to create memorable messages and visuals that are easy to process, hard to forget, and impossible to ignore. Dr. Simon is the author of Impossible to Ignore: Creating Memorable Content to Influence Decisions.

Meet with Carmen for coaching on:
Catherine Alexander
Revenue Advisor

Catherine is a Revenue Advisor at B2B DecisionLabs. She has experience leading sales, consulting and customer success teams across European and US markets. She has served multiple …

Catherine is a Revenue Advisor at B2B DecisionLabs. She has experience leading sales, consulting and customer success teams across European and US markets. She has served multiple industries from professional services to manufacturing. Catherine also is VP of Consulting for Corporate Visions where she leads a team of more than 50 consultants that train over 75,000 commercial team members in 250 companies in 50 countries every year.

Meet with Catherine for coaching on:
Doug Hutton
Revenue Advisor

Doug Hutton is a Revenue Advisor and lead researcher at B2B DecisionLabs. He helps lead our science-backed research with leading academic partners. He’s also helped develop …

Doug Hutton is a Revenue Advisor and lead researcher at B2B DecisionLabs. He helps lead our science-backed research with leading academic partners. He’s also helped develop and prove many of the tools we provide. He’s led marketing, sales and customer success teams, including being EVP of Customer Experience for Corporate Visions. Doug is co-author of The Expansion Sale: Four Must-Win Conversations to Keep and Grow Your Customers.

Meet with Doug for coaching on:

run a study

Use research to help you make real decisions about what to do. Run a study on your own content using a rapid test. Here are the top available tests: 

Mistakes are inevitable. Lost business doesn’t have to be.

How you tell your story matters.

engage with community

Lean on your community to help you learn and innovate as you apply research insights.

What Your Community Is Talking About…

It was my privilege
It was my privilege to launch our new membership service on a webcast today with best-selling author, Dr. Jonah Berger (Contagious, Invisible Influence, Catalyst). In particular, I love how Dr. Berger came to the analogy of being a “catalyst.” His counter-intuitive finding in the book is that we tend to think persuasion requires more pushing […]
Welcome
Welcome to your exclusive B2B DecisionLabs Slack channel! As a member, you can make valuable connections here: with your peers, expert Advisors, and the B2B DecisionLabs team. Getting started is simple—just introduce yourself, and share what brings you here, ask questions, or leave a comment. We’re thrilled to have you.

need more help?

Book a session with an expert advisor today 

Carmen Simon, PhD
Chief Science Officer

Dr. Carmen Simon is a cognitive neuroscientist and Chief Science Officer at B2B DecisionLabs. Her groundbreaking research using brain studies shows …

Dr. Carmen Simon is a cognitive neuroscientist and Chief Science Officer at B2B DecisionLabs. Her groundbreaking research using brain studies shows how to create memorable messages and visuals that are easy to process, hard to forget, and impossible to ignore. Dr. Simon is the author of Impossible to Ignore: Creating Memorable Content to Influence Decisions.

Meet with Carmen for coaching on:
Catherine Alexander
Revenue Advisor

Catherine is a Revenue Advisor at B2B DecisionLabs. She has experience leading sales, consulting and customer success teams across European and US markets. She has served multiple …

Catherine is a Revenue Advisor at B2B DecisionLabs. She has experience leading sales, consulting and customer success teams across European and US markets. She has served multiple industries from professional services to manufacturing. Catherine also is VP of Consulting for Corporate Visions where she leads a team of more than 50 consultants that train over 75,000 commercial team members in 250 companies in 50 countries every year.

Meet with Catherine for coaching on:
Doug Hutton
Revenue Advisor

Doug Hutton is a Revenue Advisor and lead researcher at B2B DecisionLabs. He helps lead our science-backed research with leading academic partners. He’s also helped develop …

Doug Hutton is a Revenue Advisor and lead researcher at B2B DecisionLabs. He helps lead our science-backed research with leading academic partners. He’s also helped develop and prove many of the tools we provide. He’s led marketing, sales and customer success teams, including being EVP of Customer Experience for Corporate Visions. Doug is co-author of The Expansion Sale: Four Must-Win Conversations to Keep and Grow Your Customers.

Meet with Doug for coaching on:
Get started by browsing your library of research
These are one-of-a-kind experiments done on real buyers to determine how they respond, frame value and make choices.
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Research is organized around your need to:
* Acquire new customers
* Retain and keep those customers
* Expand and grow those customers
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Next, convert that research into action using tools.

These are practical, proven and applied templates, planners and frameworks. These tools aren’t theoretical. They have been implemented with success with companies just like yours. Now they are available to you to try on.
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Tools are organized around key questions your buyers will be asking themselves at different stages in the buying cycle.
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Each question has a corresponding planner that is grounded in research. Use each planner to help you plan customer conversations at each stage of their buying journey. Download your planner and then…
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Use coaching videos and extra resources to help you fill them out.
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Once you’ve looked at the research and applied it, call on one of our expert advisors.

These aren’t just analysts who have just observed things. These are people who have actually done the research and implementation at hundreds of companies, just like yours. They will give you coaching and feedback on how to get the most out of your research, frameworks and planners.
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Finally, you’ll be able to put some of this to the test by running a study with your own content.

You will be able to quickly get real feedback on how people are responding to you and your unique content.
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And last, but not least – take advantage of the b2b DecisionLabs community.

Here you’ll find peer-to-peer networking opportunities and exclusive events. Join the Slack channel to be part of the conversation and participate in live events with our researchers, neuroscientists and practionners to learn about the latest and greatest from the research they are doing today.
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Get inside your buyers brain and stay ahead of the competition with b2b DecisionLabs.
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