The key to engaging successfully with your target audience is being able to send them the right message at the right time in order to strike a chord - what will make them take notice and take action?
One way is through emotional factors. Think about what it means for them to have consumed certain pieces of content or have been on certain pages of your site. What does that tell you about their role in the B2B purchase, the information they are looking to obtain and how close they are to the buying decision?
If you can map their emotional response - what do they need from you to do their job better? How can you make their daily working lives easier? How can you help them impress their bosses? - with the right content in order to answer those questions, then you are on your way to engaging with them on a more personal level.
Here are 4 types of B2B buyers by Scott Gillum of Gyro.
While marketers get to know their buyers and purchasing behaviors, many don't fully understand the emotional motivation behind the initial purchase.