Fear of Missing Out, or short FOMO, is mostly used as a B2C buzzword, but in B2B, it can be a powerful and often underused principle. When decision-makers feel like they’re about to miss a trend, an opportunity, or a competitive edge, they tend to pay attention. And in crowded markets where competitors and their messages look alike, attention is everything. In this keynote, Vaios shares how B2B marketers can use the psychology of FOMO to create urgency, differentiate their offerings, and build stronger connections with customers. You’ll learn how to move beyond product features and start designing brand moments that feel timely, exclusive, and worth being a part of. This session is for marketing leaders looking to sharpen their brand’s edge—and make their message impossible to ignore. Key takeaways: - What FOMO really means in a B2B context—and why it matters now - The psychological drivers behind B2B decision-making - How to build urgency and exclusivity into your activities without overhyping - Ways to align your teams and stakeholders around more experience-led marketing - Examples of how FOMO-based thinking can drive awareness, engagement, and partnerships