Lifestyles, Personality, Values
I had an enjoyable discussion with a startup team leader.
A promising idea for an app. For a typically ignored sector. With a self-evident hassle and compliance removal allowing welcome time and money saving.
I saw the age-ol' tale of wide-eyed excitement at sheer volume of potential clients.
Albeit in this case, half were sensibly dismissed from the off.
Yet this was on account of 'size'.
A-ha. A firmographic. That is, a demographic view of a company.
In such ground almost all such assessment stays.
Location, revenues, possible buyer name.
Alongside a smattering of behavioural flags. Which can include incumbent supplier, duration of current provision, importance of specific activity we address.
Given the deduced age-range of individual likely buyers, I suggested you might glean a great deal from their use of certain social media/comms apps.
With those in particular that if used for their business purposes, would make them strongly lean towards keen interest for the touted new offering.
Whilst in one sense a kind of behavioural tag - as I'd always recommend when profiling suspects you track associated products they use which, although not necessarily connected in any way to yours, portray a similarity in thought and desire - it is also psychographic.
The classic framing of such is AIO; Attitudes, Interests, Opinions. On which I've blogged plenty down the years. They truly set your B2B targeting apart.
I realised the three initials of ᴀɪᴏ don't convey the full scope of this.
Attitudes is sometimes phrased as a pair with 'beliefs'. And the three variables as is the title of this post can also get added; lifestyle, personality, values.
Noting the raw numbers is one thing. Knowing what drives their ambitions, directions, decisions is quite another.
In the case above, frequent usage of a particular app is nowhere near omnipresent in the target market. Those that do engage can be fairly simply found. Then approached with your key question for a way more productive entrance into the arena.