Introduction

Personalization has many benefits for B2B marketers, from building lasting customer relationships to driving long-term revenue. It is also a particularly important issue in an era when audiences are bombarded with content across multiple B2B marketing channels and devices, both in their personal and professional lives.

In this climate, messages or offers must be, at the very least, relevant to the recipient.

In the past, B2B marketers addressed personalization by creating buyer personas, representations of their ideal consumer based on demographic data. The challenge is that persona-level targeting does not address some key factors in the buying and decision-making process.

While a persona may capture the essentials of who a prospect is, it does not delve into the specific drivers of a purchasing decision. For marketers, psychographics is transforming the ability to relate truly relevant messaging to an audience. This methodology enables marketers to understand behavior using data to reveal desires, and even to predict future needs.

 

Purpose of this whitepaper

As B2B marketers, you need to understand the behavior, emotions, and motivations that drive your customers to purchase products. This is where psychographic characteristics come into play. This whitepaper will explain how psychographics can be used to attract the right leads across their preferred B2B marketing channels and provide them with valuable solutions at the perfect time.

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