The Brief Ep 20: Fight the FOMU – tapping into the emotion behind B2B relationships

<p>We’ve all felt FOMU (the Fear of Messing Up) – but the emotions that drive B2B purchases are often overlooked and misunderstood. The result? $80billion of B2B deals in legal arbitration and missed opportunities. </p><p>In this episode, we’re joined by Asli Yilmaz, Managing Counsel, at the International Chamber of Commerce (ICC), Mimi Turner, Head of Marketplace Innovation at LinkedIn, and Gideon Wilkins, EVP Commercial Intelligence at Truth Central, to discuss the uncomfortable truth about emotion in B2B relationships and the key opportunities and challenges for marketers.</p><p>We’ll dive into the eye-opening research by ICC, JusConnect and McCann, as well as LinkedIn’s findings on buyability. </p><p><strong>What we cover in the episode</strong></p><ul><li>Why emotion is so important in B2B</li><li>Why B2B decisions are 2X more emotional than consumer decisions</li><li>Burger vs steak – the scale of risk</li><li>The emotional rollercoaster of B2B</li><li>Is fear really the key emotion in B2B buying? Orare we more worried about the fear of messing up?</li><li>The rise of AI in B2B decision making</li><li>The role of ‘defensibility’ and trust</li><li>Preparing your ‘prenup’ and facing awkward conversations</li><li>Connecting with the right emotion at the right time</li></ul><p><br /></p><p><strong>The research</strong></p><p><a href="https://iccwbo.org/news-publications/policies-reports/the-truth-about-cross-cultural-b2b-relationships/" target="_blank" rel="ugc noopener noreferrer">Learn more about the ICC and McCann's research here.</a></p><p><a href="https://www.linkedin.com/pulse/how-buyable-b2b-emotions-unlock-19tr-category-mimi-turner-1igvf/?tra%E2%80%A6" target="_blank" rel="ugc noopener noreferrer">Learn more about LinkedIn's research here.</a></p><p><br /></p><p><strong>About the speakers</strong></p><p><strong>Asli Yilmaz is Managing Counsel at the ICC InternationalCourt of Arbitration</strong>, where she oversees the work of 13 case management teams, including five overseas offices. In this role, she is part of the leadership team leading strategic operations, resolves high-level procedural and institutional issues, and helps shape the ICC’s global approach to arbitration.</p><p>Before taking on this leadership position, Asli served asCounsel for the Eastern Mediterranean and Middle East team at the ICC Secretariat, managing hundreds of arbitration cases and reviewing arbitral awards across a wide range of industries and jurisdictions.</p><p>He