In our last blog, Connecting on A Deeper Level: Maximizing Lead Generation with Personality Modeling, we talked about how insights into the personality traits of prospects can help businesses execute targeted campaigns. Audience segmentation based on quantitative dimensions has been a long-followed practice. However, when we incorporate qualitative psychographic insights into the process, we elevate market segmentation to the next level.
In this blog we focus on the Leader – the prospect with the dominant Leader traits. And how to approach such personas for maximum impact.In the world of marketing, understanding your target audience is the key to crafting effective strategies. And when it comes to leaders, a tailored approach can make all the difference.
Leaders have distinct preferences and traits that should be considered when designing marketing campaigns. We explore an approach specifically tailored for leaders to optimize your chances of success.
Understanding the Dominant Personality Trait of a Prospect for Focused Marketing
When it comes to marketing, a one-size-fits-all approach never works. To optimize your connect, engagement and conversion rates, you need a deep understanding of the personal characteristics, beliefs, attitudes and drivers of your target audience. Psychographics deep dives into audience data and using AI algorithms is able to extract and reveal these core traits. Armed with this, you can tailor your marketing approach to match your prospects needs, preferences and interests to deliver value.
The Big Five Personality Factors
Pegging the dominant personality traits of an individual is no mean task. Among the most specific information related to a potential buyer is psychological data. Psychologists have devised various personality modeling methods to explore this.
Among the best known is the Big Five personality model also known as the OCEAN model. The OCEAN acronym stands for five dominant attributes : Openness, conscientiousness, extraversion, agreeableness and neuroticism.
People, being inherently complex, more often than not, display a mix of these characteristics. Based on this, to arrive at more precise pegging of personas, at Think ABM, we get into the next level of granularity - the eight types of personas.
In this article, we focus on the “Leader”
The Leader that one comes across often in B2B marketing is an individual displaying strong leadership traits. They have different motivations, communication styles and decision-making processes. Any sales or marketing person approaching the Leader must adapt to fall in line with the prospect’s persona.
So, how can you optimize your marketing approach for a prospect with a strong leader trait?
Understanding the Leader Personality
Leaders possess several distinguishing characteristics, such as confidence, decisiveness, and an assertive communication style. They thrive on challenges and are willing to take risks to achieve their goals. They have high expectations of themselves and others and are always seeking ways to improve and excel.
Among the approaches that will appeal to leaders is:
Leaders prefer to work with people who are experts in their fields, who understand the market and can take a guided approach to their decisions. Your marketing materials should have authority and insight behind them to reassure your prospect that you have a wealth of knowledge.
Leaders are looking for results, not empty promises. Focus on the results your product or service can produce, rather than the features. Let them know how you can deliver value to their business and bottom line.
Cut The Fluff
Leaders are mostly busy people, so they appreciate direct, concise communication. Avoid verbose explanations and puffery, instead, tell them the benefits and supporting facts in a concise way.
Leaders appreciate direct communication, but they’re cautious when it comes to decision making and are particular about whom they work with. Take the time and effort to establish a relationship with them and build trust. Show them that you understand their goals for their business, and that you can work together to strategize and achieve them.
Challenge The Status Quo
Leaders seek the next big thing and are always looking to try new things. Show them what’s on the horizon, give them a glimpse of what’s to come, and let them know that you’re not afraid to try something new as well.
What do Leaders look for?
Concise Information Delivery
Leaders are busy individuals with limited time for lengthy explanations. They prefer quick and easily digestible information. So, when communicating with leaders, provide them with information in sound bites. Keep it short, sweet, and to the point. If you're using written content, present it in bullet points to enable them to absorb the information quickly.
Flexibility: The Versatile Solution
Leaders love flexibility, both in terms of tools and work styles. They appreciate solutions that offer versatility, enabling them to adapt and maximize efficiency. Highlight the tools and technologies that can revolutionize their operations, making them more effective and efficient. Articulate how your product or service can enhance their work style or technological infrastructure to achieve greater productivity.
Embracing Changing Trends
Leaders are forward-thinking individuals, always eager to stay ahead of the curve. Be comfortable discussing changing trends and how adopting new behaviors can help them keep pace with progress. Leaders appreciate a marketer who recognizes the importance of evolving and adapting to dynamic market conditions. Portray your product or service as an opportunity for leaders to maintain their competitive edge.
Appealing to their Love for Goals
Leaders have a natural inclination to set goals and pursue them relentlessly. To capture their attention and interest, incorporate goal-oriented frameworks into your marketing approach. Consider using models such as SMART (Specific, Measurable, Attainable, Relevant, and Time-based). Frame your messaging and value proposition around how your product or service can help leaders achieve their goals effectively and efficiently.
The Art of Closing
Once a leader has expressed interest and bought into your offering, it's crucial to transition from selling to closing the deal quickly. Leaders value directness and efficiency, so stop selling and stop talking. Focus on the final steps needed to finalize the transaction. Guide them through the process smoothly, addressing any concerns or questions along the way. By mastering the art of closing, you can solidify your relationship with leaders and pave the way for future collaborations.
The Final Word
In short, leaders require a distinct, tailored approach when it comes to marketing. Approaching these prospects with authority, honest facts, direct communication, and awareness of their individuality will increase your chances of a sale and establish a long-term relationship.
Deliver information concisely, offering solutions that embrace flexibility, discuss trends, and appeal to their goal-driven mindset, and you will get their attention and make a strong impact on leaders.
Remember to shift gears and transition to closing once the leader expresses interest, avoiding unnecessary selling or excessive dialogue. Implement these strategies, and you will be able to establish a solid connection with leaders and optimize your chances of success in the market.
It is when businesses understand their buyers best, that they are able to provide maximum value to them.
At Think ABM, we narrow down the ideal customer using the Big Five or OCEAN personality model. Our proprietary AI algorithm further deep dives into publicly available data to extract details that help build nuanced persona types. Each persona has one out of eight dominant traits – a key insight that helps a marketer customize their approach to ensure maximum success. This approach ensures businesses connect better, engage better, and convert more.
Talk to us to know more about what we do and how we can help you.