The Behaviour Change Playbook for B2B Marketers

Behavioural science in B2B marketing: replace the guesswork, learn what really drives decisions – only 15 spots

What is it?

A half-day, interactive training session introducing behavioural science and how it applies to the challenges B2B marketers face.

What does the workshop cover?

This small-group, virtual workshop introduces you to behavioural science through BIT's EAST framework – Make it Easy, Attractive, Social and Timely – a practical lens for understanding how and why people behave the way they do.

Within each pillar, we explore the classic and lesser-known experiments that reveal what's really going on behind the decisions your customers make.

Interactive working sessions let you apply the principles directly to your own challenges, so you leave with ideas you can act on immediately – and an appreciation of why they'll work.

If understanding what drives human decision-making isn't already central to your strategy, it will be after this session.

Who is the workshop for?

Anyone working in B2B marketing who wants to influence behaviour.

How is it delivered?

The workshop is conducted over Zoom and led by Richard Shotton, founder of Astroten and author of The Choice Factory, The Illusion of Choice and Hacking the Human Mind.

Workshop details

Session limited to 15 attendees

Cost: £319 + VAT (if you're outside of the UK, contact Richard directly to arrange a non-VAT ticket)

Date: Tuesday October 13th 2026

Start time: 9.00 a.m. London time

End time: 12.00 p.m. London time