In the age of AI, buyers do 70% of their research before talking to anyone on your team. They're forming opinions, comparing alternatives, and building — or losing — confidence in conversations you're not part of.
We apply neuroscience, behavioral psychology, and decision science to the moments that matter most in complex B2B buying — designing for how buyers actually think, not how we wish they did. From first impression to final decision. With less friction, and more confident yeses.
That's not opinion — it's behavioral science. While most agencies optimize for clicks and conversions, we design for the psychology of commitment.
We apply neuroscience, behavioral psychology, and decision science to every moment of the buyer journey. Not as a methodology we borrowed. As the lens through which we see every problem.
B2B decisions are made emotionally, then justified rationally. We design for the hidden narrative — the one that actually drives commitment.
The rational layer is where deals get stuck — too much risk, too little clarity. We design the logic that makes yes feel inevitable and safe.
Circle & Square was founded on one observation: most B2B companies invest heavily in generating demand, and almost nothing in designing the experience that converts it.
We're a boutique consultancy of experience strategists, behavioral designers, and decision scientists. We've worked agency side and client side, with Fortune 100 companies and PE-backed growth-stage businesses.
We don't hand you a playbook. We build the strategy for your specific buyers, your specific deal complexity, and your specific moment.
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We work best with mid-enterprise B2B companies selling complex solutions into large buying committees — where the gap between pipeline and closed revenue is a buyer experience problem, not a product problem.
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Something else — and the difference matters. We're not sales trainers, not process engineers, not organizational coaches. Those firms all work on your side of the deal — your team, your process, your execution. We look where others don't: at your buyers. We find why deals stall — the fear, the hidden stakeholders, the risk nobody voices — and then build the tools your GTM teams use to get your buyers to yes. Not a deck. Built, tested things your buyers actually touch.
CMOs and revenue leaders at PE-backed, mid-enterprise B2B tech companies with complex committee sales — usually at the moment strong pipeline stops converting: deals stalling mid-cycle, hidden stakeholders surfacing late, champions who can't carry the room alone.
Yes — but we don't sell you a buyer-enablement tool. You know sales enablement: arming your reps to sell. Buyer enablement is the flip side: helping your buyer actually buy. We find why your specific buyers stall, then build the exact proof, business case, and champion materials that get them to yes. Strategic partner, not software.
The problem clients bring us is usually not the problem. A website refresh polishes the surface; we work upstream — the category you're seen in, the language your buyers decide in, the proof your champions need. Then we build the assets, website included, from that foundation. Same deliverables, different order, very different results.
No. Your agencies and tools tell you what is happening; we find the why and tell them what to aim at. We sit on top of your stack and alongside your partners — most of our work makes their work land better.
Small and specific: a fixed-scope, four-week deep dive into one product or solution area — a buyer-psychology study, buyer-language mining, an AI-answer baseline, and something built, not just a readout. From there, the work expands where it's earning its keep. We're not measured by decks delivered or hours logged — we're measured by whether your buyers actually move.
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