Behavioral Science for Better Product Marketing with Shannon Kearns

Most product marketing assumes one thing:   That buyers are rational.   They’ll read your messaging. They’ll evaluate your features. They’ll make a logical decision.   But that’s not how people actually buy.   Decisions are shaped by emotion, bias, context, and perception long before logic enters the picture. And when product marketing ignores that reality, messaging falls flat, positioning doesn’t stick, and deals stall.   In this episode of Marketing Pack Leaders, host Josh Porter, founder of Thunderwolf Consulting, sits down with Shannon Kearns, founder of More Than Said, to explore how behavioral science can reshape the way product marketers think about messaging, positioning, and go-to-market strategy.   Shannon has built his career around uncovering what customers actually think and care about through interviews, win-loss analysis, and qualitative research. His work helps companies move beyond internal assumptions and align around real customer language that drives action.   This conversation brings that lens into product marketing. What This Episode Is About   Josh and Shannon unpack how behavioral science applies directly to product marketing and GTM execution.   Topics include:   • Why buyers don’t behave as rationally as most messaging assumes • How cognitive biases and emotional drivers influence decision-making • Where product marketing teams unintentionally fight against buyer psychology • How to use customer interviews to uncover what truly drives action • Applying behavioral insights to improve positioning and messaging • Why asking better questions is the foundation of better product marketing • Small behavioral nudges that can help move deals forward   Shannon also shares how teams can move beyond surface-level personas and into deeper customer understanding that reflects real-world behavior—not just theoretical models. Why It’s Worth Your Time   For AI and B2B technology companies, messaging is often built around features, capabilities, and differentiation.   But customers don’t buy features. They buy outcomes, confidence, and clarity.   And those decisions are shaped long before a product comparison happens.   This episode will help you:   • Build messaging that aligns with how customers actually think • Avoid common mistakes that weaken positioning and reduce impact • Use qualitative research to uncover meaningful insights • Improve how your team understands and communicates customer pain • Increase the effectiveness of your GTM strategy through better alignment with buyer behavior   If your positioning isn’t resonating, or your messaging feels technically correct but not compelling, this conversation will help you understand why—and what to do differently. Who This Episode Is For   This episode is designed for leaders at AI scale-ups and growth-stage technology companies, including:   • Founders defining their company narrative • GTM leaders responsible for messaging and pipeline performance • Product marketers translating complex products into customer value • Revenue leaders looking to improve conversion and deal progression   If you’re building and marketing AI products in competitive markets, understanding how buyers actually think is one of the most powerful advantages you can have. About Marketing Pack Leaders   Marketing Pack Leaders is the podcast for founders, product marketers, and GTM leaders building authority and revenue in the AI era.   Hosted by Josh Porter, founder of Thunderwolf Consulting, the show explores how positioning, storytelling, and go-to-market strategy turn complex products into market momentum. 📬 Subscribe to the Marketing Howl newsletter for more insights on AI product marketing and GTM strategy: https://markethowl.substack.com/   🎧 Listen on Apple Podcasts, Spotify, or YouTube.