How to win mindshare before market share in B2B and get on the shortlist to win the deal.

95% of decisions are emotional. So why is your strategy still rational…?

• We’ve all seen the stat. Kahneman. System 1. System 2. But here’s what most B2B teams miss: Even your most logical buyers act on emotion first, and justification second.

• And this isn’t just theory. It’s the invisible force behind why:

• • Great brands get shortlisted before they get evaluated
• • Visual storytelling outperforms whitepapers
• • “Looks like us” wins over “technically better”

• The truth? Your brand needs to be felt before it’s judged. That’s why our pipeline strategies start long before the buyer shows intent.

Demand gen + ABM = the neuroscience-aligned GTM engine

We don’t do ABM for “alignment” alone. We do it because it’s the only way to activate both decision systems at once.

Let’s break it down…

System 1 (emotional / intuitive – 95%)

This is where brand relevance is built. It’s subconscious, fast, and emotional. You win here through:

• • Story-driven content
• • Visually rich ads
• • Founder-led campaigns
• • Shared beliefs and values

In IXTE’s words: this is shortlist positioning. You’re not selling. You’re shaping perception.

System 2 (rational / deliberate – 5%)

Now comes the logic. Your buyer is shortlisting vendors. Comparing solutions. Seeking certainty.

You win here with:

• • Use cases and social proof
• • Solution/value calculators
• • Competitive comparisons
• • High-intent CTAs (demo, call, small events)

In IXTE’s words: this is demand capture. You don’t just get on the shortlist, you earn the meeting.

Nobel Prize winner Daniel Kahneman demonstrates that people use two systems when making decisions.

The shortlist framework in action:

Traditional lead gen assumes the buyer is ready. ABM assumes the buyer doesn’t even know you exist yet.

That’s where tiered ABM changes the game.

Tier 1 – Strategic fit (1:1 ABM)

Your top 10–20% ICP accounts. High intent, high LTV.

• • Deep 1:1 personalization
• • Close sales-marketing collaboration
• • High-value buyers (CFOs, founders) with clear urgency
• • Highest CPA, highest impact

Tier 2 – Scalable impact (1:few ABM)

Segmented clusters with strong potential, but less urgency.

• • Personalization by industry, company size, or use case
• • Sales activation via retargeting and warming sequences
• • Mid CPA, high engagement
• • Ideal for accounts showing early buying signals

Tier 3 – Market expansion (programmatic ABM)

Broader accounts with latent need or early-stage interest.

• • Demand generation, email nurture
• • Industry-based personalization at scale
• • Always-on storytelling
• • Lowest CPA, highest volume

Each tier maps to a different decision journey. But the goal is the same: move your brand from unnoticed to undeniable.

Flipped ABM-funnel explained.

Content without context…

Great marketing doesn’t inform it orients…

The neuroscience-backed ABM approach ensures:

• • Visual storytelling wins attention (system 1)
• • Precise messaging builds credibility (system 2)
• • Strategic frequency drives recall and conversion

This is where too many teams fall short: They speak about their product when they should speak into the buyer’s mindset and needs.

You don’t need more leads. You need more mindshare.

Campaigns shouldn’t just fill pipelines. They build emotional advantage in markets where logic alone isn’t enough.

Because no one compares solutions they don’t remember.

And that’s the essence of ABM today: Precision targeting. Emotional resonance. Measurable impact.

Want to move from wishlist to shortlist?

Then stop chasing random MQLs!

Start showing up before the buying cycle even starts.

Build a strategy that speaks to the right accounts, with the right narrative, at the right depth.

Your future pipeline is shaped by what your dream clients feel about you today.

Let’s make sure they feel the right thing.