Podcast - Fight the FOMU: tapping into the emotion behind B2B relationships
Published on 8th September 2025We’ve all felt FOMU (the Fear of Messing Up) – but the emotions that drive B2B purchases are often overlooked and misunderstood. The result? $80billion of B2B deals in legal arbitration and missed opportunities.
In this episode, we’re joined by Asli Yilmaz, Managing Counsel, at the International Chamber of Commerce (ICC), Mimi Turner, Head of Marketplace Innovation at LinkedIn, and Gideon Wilkins, EVP Commercial Development at Truth Central, to discuss the uncomfortable truth about emotion in B2B relationships and the key opportunities and challenges for marketers.
What we cover in the episode
- Why emotion is so important in B2B
- Why B2B decisions are 2X more emotional than consumer decisions
- Burger vs steak – the scale of risk
- The emotional rollercoaster of B2B
- Is fear really the key emotion in B2B buying? Or are we more worried about the fear of messing up?
- The rise of AI in B2B decision making
- The role of ‘defensibility’ and trust
- Preparing your ‘prenup’ and facing awkward conversations
- Connecting with the right emotion at the right time
Learn more about ICC, Jus Connect and Truth Central's research here, and read more on LinkedIn's research here.
https://open.spotify.com/episode/6GQo1U6DrifN7Mm6JcyIZg?si=DsGdKjm_Tyyl0rB4_zlZbA
