Advertising, at its best, is an act of seduction. At its worst, it’s an act of control. Back in the 1960s, we wrote long copy that made people feel smart. In the '80s, we made them laugh. In the '90s, we made them feel cool. And in every decade, we tried, at least in theory, to respect the intelligence of our audience.

In B2B marketing, that’s not a creative insight. It’s a competitive edge. Because the companies that master this aren’t just louder. They’re clearer. They’re trusted. They get through. And in a world where attention is the most valuable currency, that’s what ultimately drives revenue.

But what if the key to differentiation isn’t just more data, but deeper human insight? Neuromarketing isn’t just the next frontier in B2C, it’s an underleveraged asset in B2B. To connect with decision-makers ...