B2B marketing Articles — Atticus Li

Atticus Li

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B2B marketing

Articles exploring B2B marketing through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.

2 articles

emotional design Mar 28, 2026 7 min read

Emotional Design Patterns That Drive B2B Conversions (Yes, B2B Is Emotional Too)

Challenge the myth that B2B buying is purely rational. Explore why high-stakes business decisions are deeply emotional and how emotional design patterns can drive B2B conversions.

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authority principle Mar 27, 2026 8 min read

The Authority Principle in B2B Landing Pages: Why Credentials Convert

Cialdini's authority principle explains why B2B buyers are disproportionately influenced by credentials, certifications, and expert endorsements in their purchase decisions.

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