b2b brand | The FOMO Factor in B2B Marketing

FOMO vs. FOBO: What’s Actually Happening in B2B?

1️⃣Loss aversion is running the show

People hate losing more than they like winning. In B2B, this means decision-makers won’t act unless they believe there’s a real risk in doing nothing. Highlighting potential gains isn’t enough - you need to show them what they’ll lose if they wait. (Amplemarket)

💡 Try This: Stop telling prospects how great your solution is. Show them the cost of inaction. Make it clear what their competitors are gaining while they’re still “thinking about it.”

2️⃣ FOBO (fear of better options) is killing your deals

FOMO gets people interested, but FOBO keeps them from committing. When decision-makers see too many options, they panic. They’d rather delay a decision than risk making the wrong one. And in B2B, indecision = a deal lost to "Maybe next quarter." (Forbes)

💡 Try This: Stop making your pitch sound like a choose-your-own-adventure book. Streamline your messaging, remove the noise, and make the decision ridiculously easy.

3️⃣ Urgency works - but only when it’s real

Fake scarcity is lazy marketing. Nobody believes your “limited-time offer” when they see it every week. But when decision-makers believe they’re missing out on an actual competitive advantage, they move. (Mailchimp)

💡 Try This:

• Showcase industry adoption – If major players are already using your solution, make sure everyone knows. Nobody wants to be the last one on board.

• Use real deadlines – Instead of “Act now!”, show them what will actually change if they wait, like price increases, missed revenue, or lost efficiency.

• Make it exclusive – Invite them into something they can’t get elsewhere (early access, invite-only roundtables, beta testing).

Using Intent Data to Identify & Reach Engaged Audiences

📈 B2B buyers don’t raise their hand until they’re already halfway to a decision.

By the time a prospect downloads a whitepaper, signs up for a webinar, or clicks on an industry report, they’ve already been researching. The key is identifying and engaging them before your competitors do. (Foundry)

🚀 Rather than waiting for prospects to come to you, intent data helps you meet them where they’re already engaged.

Some marketers build their own audiences from scratch, while others tap into established industry publications and communities that already attract high-intent decision-makers.

💡 What This Means for You:

✔ Use real intent signals - Look at content engagement across newsletters, reports, and industry trends to see where buyers are already showing interest.
✔ Show up where decisions happen - Industry-specific media platforms give you access to engaged professionals who are actively researching solutions.
✔ Turn passive interest into action - If a CFO has been clicking on insights about digital transformation, that’s a clear buying signal - and an opportunity to engage.

🔥 FOMO isn’t just about urgency - it’s about being where decisions are already happening.

How to Use FOMO (Without the Gimmicks)

📈 Leverage established audiences – Instead of waiting for leads to find you, look for trusted platforms where decision-makers already consume content. (Foundry)

🔑 Make your content must-see – If you’re putting out “just another blog post,” nobody cares. Make it something they can’t afford to miss.

🎟 Create insider-only access – Decision-makers love exclusivity. Give them a VIP experience that makes them want to act now.

The Bottom Line

FOMO can get people interested, but FOBO can kill the deal. If your audience isn’t acting, it’s not because they don’t care - it’s because you haven’t made the decision feel urgent enough.

• Make them feel like they’re missing out.

• Remove the decision paralysis.

• Show them why waiting = losing.

Looking to create FOMO among your potential buyers?

Your audience is already out there, actively engaging in industry content. Contentive’s B2B media brands give you access to decision-makers who are paying attention right now. Don’t wait for buyers to come to you, show up where they already are.

Let’s talk about how you can position your brand in front of an audience that’s already waiting: here.