do insights-based selling messages incite actual behavior change?

When marketers and sales professionals create and deliver insights-based messages, they hope the story they tell will promote behavior change in their prospects. In other words, they want their insights to not only pique prospects’ interest momentarily but actually incite buying intent.

B2B DecisionLabs, in partnership with Dr. Zakary Tormala, a social psychologist and an expert in messaging and persuasion, designed an experiment to measure the behavioral and emotional impact of two different types of insights-based messages—one presenting risk alone; another presenting risk and offering ways to resolve it.