Forbes : Are Psychographics The Next Big Breakthrough In B2B Demand Generation?

As we look to planning for 2017, one emerging trend that is really beginning to excite many marketers I’ve spoken with (myself included!) is the technological advances that will let B2B marketers target customers based on psychographics and likely behaviors. Say goodbye to title/role/function-based targeting and hello to mobilizer-targeting. As background, recall the research that CEB has done into customer stakeholders who are in some form or fashion involved in purchase decisions. The upshot is, your marketing and sales efforts ought to target Mobilizers—customer stakeholders who are especially good at driving change and building consensus within their organizations. You want to avoid wasting time with what we call Talkers (who will engage with your content and sellers’ all day long, but won’t actually be able to advance a deal) and Blockers (those who put status quo above all else).