Mastering the Right Approach for the Innovator: How to engage and convert better

Mastering the Right Approach for the Innovator: How to engage and convert better
Nov 15, 2023
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Redefine your marketing strategy by understanding psychographic personas.  Know how to tailor your approach based on prospect’s dominant personality traits. In this blog we talk about the Innovator – the persona who is intelligent, creative and action oriented. Discover how to connect and build a relationship with the innovator.

In the sixth in the series of personality types on using personality modeling as a powerful B2B lead prospecting tool, we explore the Innovator.

Mastering the Right Approach for the Innovator: How to engage and convert better

Innovators are intriguing people. Intelligent, observant, inquisitive, they standout in a crowd. They lead conversations, are aware of the latest trends and always seek information, knowledge and views. Psychographic study reveals that they are confident, passionate, inherently curious and are most often, early adopters of emerging, state-of-the-art products in the markets.

They are open minded, have a positive mindset and an appetite for risk.

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Why marketers love innovators

Innovators have their own special place because while invention is about creating something new, innovation works on discovering new uses of existing concepts. They help derive maximum value from the existing circumstances. It could be a shop floor worker who has found a more efficient way to work, or a middle manager who has learned to optimize his team efforts, to a CXO who has devised a novel way to market their offering  - innovators are constantly challenging themselves to find better ways to do things.

For marketers, innovators play an important role as early adopters who make market entries more manageable. Their curiosity lures them to explore the latest launches, driven by their passion for and enthusiasm for creative and innovative solutions. They love reviewing and providing early feedback - a critical feedback process for businesses.

While launching revolutionary products, this target group is in focus. Highly tolerant towards new products, they are not fazed by failures but will willingly use their cognitive and analytical skills to assess, evaluate and suggest out-of-box alternatives helping businesses improve their offering. And if an innovator is impressed they become influencers and product evangelists, effectively changing business fortunes!

For any business testing the waters with the launch of an unconventional, unique offering the Innovator persona is the ideal customer profile.

How to correctly identify an Innovator

Innovator typical traits include:

  • Curiosity
  • Not risk averse
  • Collaborative
  • Enquiring mind
  • Tolerance to risk
  • Creative
  • Action oriented
  • Keen interest in the world around
  • Exhaustive knowledge
  • Pattern building skills
  • Bridges abstract and practical world
  • Motivated by change

The Right Way to Approach An Innovator

When approaching an innovator, it is important to understand what motivates an innovator. Tailor your approach based on their natural traits and characteristics. Remember to highlight the value and impact their ideas can have, and motivate them to further explore and develop their concepts.

Here are some key points to consider:

Share success stories: Share examples of similar concepts or innovations that have achieved success. This can provide inspiration and prove that their idea has the potential to make a real impact. Innovators have strong leadership traits also making them influential.

Appeal to their inquisitive minds: Offer ideas, concepts. Provide use cases and case studies. Allow them time to process and create their own thought trails. Encourage them to share their thoughts and opinions freely, creating an environment that values and nurtures their innovative thinking. Embrace and embrace change, understanding that innovation requires a mindset open to new possibilities and adaptability.

Communicate the market need: Help the innovator understand the problem or opportunity that their concept addresses. Describe the current market conditions, customer pain points, or emerging trends that make their idea relevant and valuable. Appreciate their creativity and recognize their problem-solving skills. Provide opportunities for them to explore new concepts and experiment with different approaches. Give them the freedom and autonomy to take risks and learn from failure.

Outline the benefits: Clearly articulate the potential benefits and advantages of their concept. This could include increased efficiency, cost savings, improved user experience, environmental sustainability, or enhanced customer satisfaction. Help them visualize the positive outcomes their concept can bring. Offer resources and support to help bring their ideas to life, such as funding, mentorship, or access to relevant networks.

Show the competitive advantage: Analyze how their concept stands out from existing solutions or competitors. Highlight unique features, technological advancements, or differentiation factors that make their idea superior or more attractive to potential customers, Gather and present data on market trends, customer demand, and potential customer interest or feedback. Use market research, surveys, or customer interviews to support your claims and help the innovator understand the market potential.

Provide a future roadmap: Explain the scalability by discussing the growth potential of their concept. Explain how it can be adapted or expanded to target different markets, industries, or customer segments. Provide examples or case studies of successful scaling strategies to demonstrate the concept's scalability.

Address challenges and risks: While highlighting the potential of their concept, it is essential to transparently discuss any challenges, risks, or limitations it may face. This ensures that the innovator has a realistic understanding of the potential obstacles and can proactively address them.

Establish yourself as the go-to authority: Innovators thirst for knowledge – through reading, researching, and absorbing information, all in the pursuit of recognizing emerging trends, discovering novel products, and exploring inventive solutions to prevailing challenges.

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Promote collaboration and teamwork: Innovators  thrive in environments where they can bounce ideas off others and receive diverse perspectives. Engage in open and constructive discussions about their ideas and projects.Continuously provide feedback and recognition for their contributions, fostering a culture of learning and growth. Offer resources, expertise, and support to help the innovator further develop and validate their concept. This could include providing access to funding, mentoring, technical expertise, or networking opportunities.

In essence, fostering an environment that nurtures the inquisitive spirit of innovators and positioning oneself as a reliable authority, delivering tailored insights and solutions, is key to capturing the attention and loyalty of these forward-thinking individuals. So customize your approach, personalize your message and you will be able to successfully connect with the innovator persona.

To know more about how a study into personas can boost your marketing game, talk to us.

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