DutchmarQ & NeuroSpire conducted a b2b neuromarketing survey, Spring and Summer 2013. 11 videos from 3 IT companies (Exact, SDL Tridion, HubSpot) were rated using EEG-equipment on two proven neuromarketing criteria; attention and emotion. Detail findings are to be published by Van Duuren Media in this book http://bit.ly/brainbound as of November 2013.

1. in collaboration with
Brainy Videos
The world’s first Neuromarketing Study in B2B Online Video
Sneak Preview, 2013

2. In collaboration with
Contents
 Background
 What is neuromarketing?
 Why B2B online video
 Neuromarketing examples
 Academic background
– Measuring attention & emotion
 Results (sneak preview)
 Further details & publication
 Contact

3. In collaboration with
Background
 In the Summer of 2013 DutchmarQ & NeuroSpire conducted a B2B neuromarketing survey
 Neuromarketing being a relative young discipline brings new promises to marketing and
salesteams both in eg concepting, innovation and pretesting of relevant content
 Pretesting content holds the promise of way more effective and efficient production and
distribution of content
– Imagine knowing upfront what version (A/B/C) of a logo, whitepaper, landing page or video
would work best with the intended target audience.
– Just think of the savings possible when one is able to predict future response and click-
thru
 11 videos of three IT companies (Exact, SDL Tridion, HubSpot) were tested, using a sample
of 23 professionals, male, right-handed and aged 30 to 50.
 An interesting set of insights was gathered, and conclusions drawn
 The survey’s results are meant as a next step in neuromarketing, and a starting point for
ongoing dialogue and further research in this promising field that can help marketing and
sales directors to achieve better conversion rates, with less waste in the commercial
processs, building more sustained commercial growth,

4. In collaboration with
What is neuromarketing?
 Neuromarketing is a relatively new discipline, combining neuroscience & marketing
 Neuroscientists state that 95%+ of all our decisions are made subconsciously (yet we
currently often do not know our preferences)
 The amount of waste in marketing is significant
– The largest part of all communications fails to convert (95% of new products, 98% of mail offers,
98% of direct emails. 20% of ad campaigns have no brand impact)
– Inbound marketing better leverages own & earned media. Conversion rates can further improve
with better insights in what makes us tick
 Examples of neuromarketing include surveys based on eg fMRI, EEG, eye-tracking, facial
coding
– Neuromarketing premise is to further improve the business value marketing brings, boosting ROI
and further enabling closed loop reporting
– Storyboards can be tested, neuromarketing can be applied to early designs/copies

5. In collaboration with
What is neuromarketing? (cont)

6. In collaboration with
Neuromarketing examples
 fMRI: Functional Magnetic Resonance Imaging
– Highly expensive
– Spatial accuracy high, time accuracy needs to be improved
 Eye-tracking
– Eye movement is monitored and ‘weighted’
– Usability of eg website & conversion of landing pages
 EEG: Electroencephalography
– brainwave measurement
– More affordable
– Highly precise in terms of timely resolution/accuracy
– Ideal for assessing eg online video’s impact

7. In collaboration with
Why B2B online video
B2B online video was earmarked as key marketingcomms to
assess as part of this survey due to:
 Video being strongly tied to emotions and ill-understood
 Value and penetration of video is rapidly increasing in B2B too
 Video is visual and lends itself to a deeper dive into what
elements (broken down in milliseconds) make what difference

8. In collaboration with
Academic background
DutchmarQ & NeuroSpire use EEG
technology to measure emotional
engagement and attention activation.
The NeuroSpire metrics are based on 40+
years of neuroscience research into the
neural correlates of emotion and attention.
emotional engagement metric based
on research on depression,
happiness, and neurofeedback -based
regulation of emotion
attention activation metric based
on research on ADHD, visual
processing, and cross-modal
sensory discrimination.

9. In collaboration with
Attentional activation
NeuroSpire analyzes alpha wave
desynchronization in the occipital cortex in order
to measure and track respondents’ activation of
attention.
A high degree of desynchronization of the alpha
band (drop in relative alpha power) in the
occipital region correlates with amplified
attentional activation, while synchronization is
associated with boredom and a lack of attention.
Increases in attentional activation are strongly
correlated with recall, cognitive processing, and
learning. *

10. In collaboration with
Emotional engagement
NeuroSpire analyzes left-right alpha asymmetry in
the pre-frontal cortex to measure and track
changes in subjects’ emotional reactions.
Greater relative activity in the left frontal region
strongly correlates with approachful motivations,
including liking, wanting, motivating to action,
purchase intent, and willingness-to-pay.
Greater relative activity in the right frontal region
correlates with withdrawal motivations, such as
disliking, disgust, and avoidance behavior.*

11. In collaboration with
Results (sneak preview)
 The detailed EEG analysis showed the HubSpot cartoon video to
score better than the HubSpot office video on the ‘Attention’
criterion.
 This can be largely attributed to the way in which the actual
message was conveyed.
 The cartoon video also successfully manages to achieve the
intended emotion. The emotion graph is negative exactly where
the ‘pain’ needs to be felt when using traditional marketing
methods in dealing with the many challenges that the marketer
currently faces. When the actual solution is shown a clear
positive emotion becomes visible.

12. In collaboration with
HubSpot Cartoon
0 20 40 60 80 100 120
0 20 40 60 80 100 120
seconds
Attention
Emotion

13. In collaboration with
‘Pain/Gain’ pays off
 The most effective videos succeed in first of all getting
attention for a problem or issue that the viewer can relate to.
Only then can a possible solution be effectively presented.
 In other videos that apply this ‘pain/gain’ principle a similar
effect is shown on attention (good) and emotion (firstly
neutral at best, then positive).
 This effect can be seen in an SDL Tridion video that features
a lady behind a PC grabbing her head, with this voice-over
‘do you think managing websites should be easy?’. The
solution then presented to the audience - ‘designed (…) with
users like you, for users like you’ – gives a strong attentional
impulse to the viewer.

14. In collaboration with
Further details and publication
 All conclusions and further EEG charts will become available as
of mid November 2013
 The neurosurvey in B2B online video will be part of the (e-)book
Br@inbound Marketing (1st edition, in Dutch), on the joint power
of inbound marketing and customer psychology in b2b digital
marketing and sales

15. in collaboration with
www.dutchmarq.nl/en
info@dutchmarq.nl/en
@phasselsmonning / @dutchmarq
+31 34 34 209 31
P.O. Box 26
3940 AA Doorn | The Netherlands
Sitiopark 13
3941 PP Doorn | The Netherlands
Contact