AI personality profiling can be used to engage B2B customers //

We humans tend to form impressions of people we meet. Our interactions with them help us determine their level of trustworthiness, reliability and friendliness.

We often evaluate contacts in a business setting based on whether they’ll support or not what we are promoting. Will they be an influencer or advocate? Will they be skeptical, or will they feel threatened?

It can be applied to industries or organizations. To help us understand better how to position ourselves, we describe industries and organizations as “cutting-edge” or as “slow moving”.

AI personality profiling tools can help us to better understand an audience segment or industry even before we engage them. Marketing, which is usually far from the customer, can now get to know them as well as account managers with long-standing relationships. What does this mean for B2B marketers?

What is AI personality profiling?

Understanding the preferences and behaviors of customers or potential clients is crucial when it comes to engaging them. This is traditionally done via surveys, focus group discussions, or other direct communication methods.

AI personality profiling is a more effective way to understand your audience. Machine learning algorithms are used to analyze data (such as social media activity, internet searches, or even speech patterns), and identify traits and patterns that reveal a person’s personality. This data allows you to create more effective and personalized marketing campaigns.

AI personality profiling has the advantage of reaching a larger audience, while still customizing your message for each individual. In the past it was time-consuming to create different buyer journeys and personas. AI tools allow you to quickly and easily identify the commonalities in your audience, and create targeted content.

A second benefit is that you can uncover insights into the corporate culture of an organization. You can learn more about the company’s values and priorities by analyzing the leadership team. You can then tailor your message to the culture of the company and present your solution so that it will resonate with key decision makers.

Dig deep: Use psychology and better data to bring customers closer to purchasing

AI Personality Profiling Can Reshape Your Marketing Strategy

Recently, we profiled the personalities and experiences of the top executives at a Fortune 500 firm. Diversifying boardrooms has brought in a greater variety of people with diverse life experiences and viewpoints, but one area is still not diversified.

The personality type of an individual can be best described by the phrase “birds that flock together.” It is often this personality type which determines a person’s profession or industry. Twenty-two out of the 22 senior executives that we profiled had the same type of personality.

This is a very extreme example of one personality type. We find that 60-70% (or more) of the executive team have a dominant personality type. Also, we found that 58% of Fortune 500 CEOs have a dominant type of personality.

Marketers dream of a homogeneous population. This means that the content and messaging will be “one-size fits all”. It also provides insight into corporate culture. We profiled a company in the construction sector, where the dominant personality is similar to that of a “project manger.”

It is safe to assume, given the dominant personality type in the workplace, that corporate culture is one of “get things done”. This nugget is gold in the sales world. This type of environment indicates that if something is not broken, then it won’t be fixed.

Selling a “nice-to-have” is almost impossible. But selling a product that you “need” to buy should be easier. If you can demonstrate a need for the solution or a benefit, that will be incredibly helpful.

Dig deep: Be charismatic: marketing with charm, heart, and personality

You can learn what your audience wants.

Your audience will pay attention if you start by identifying the “pain”, and then build the case for your business. Knowing their motivations and behaviors is the best way to understand their personality.

The “project manager’s” motivation is based on recognition, advancement in the career and achievement. They tend to keep their heads down and you will have to interrupt to get them to pay attention.

You’ll also need to match their content preferences, which are usually industry-specific case studies and business and usage cases. Referrals are also preferred, particularly peers who share the same industry and role.

All of this information can be gathered, developed and implemented without having ever spoken to a prospective client.

AI profiling tools can be used easily and provide insights into audiences not previously considered. This opens up the possibility of creating new buyer journeys, personas and better content.

What loves a homogeneous population more and what has insights into them than marketers? Machines. AI content creators can use this data to create new content.

Birds that are of similar feathers tend to flock together. AI tools can help you identify the type of bird and know how to take it out of the air.

Dig deep: How marketers use cognitive biases in order to influence customer decision-making

AI Personality Profiling is not Enough

AI personality profiling is a powerful tool but it has limitations. It is important to understand that personality types can change over time. It is also possible that relying solely on data-driven insights can hinder empathy and an understanding of human experience.

Use AI personality profiling to improve your marketing campaigns and gain valuable insights about your audience. For a more holistic approach, complement AI personality profiling with other communication and research methods.

Join me on the 27th of September at 11:35 am for The MarTech Conference to learn more about AI tools used in B2B. Registration is free. Registration is free.

The article AI Personality Profiling for B2B Engagement first appeared on MarTech.