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The right B2B marketing tone?

Have you ever considered the differences in the personality types within your customer segments? How you write your message could be turning different personalities on or off.

The useful Crystal tool can accurately predict a personality from a LinkedIn profile or CRM system.

Emmeline Woodward

Crystal works by using artificial intelligence to accurately identify an individual’s behavioural patterns by analysing text samples, assessment responses and other attributes – with up to 80% accuracy.

It also offers a free DISC Assessment which identifies four main personality types (Dominant, Influential, Steady and Conscientious), providing information and tools for you to understand yourself and others better.

Armed with this information, B2B marketers can communicate more effectively and ultimately forge stronger one-on-one relationships by understanding customers better.

As its website says:

To employ empathy is to be able to view another perspective in an authentic way. The more you learn about the other types, the better you can understand how to remain approachable, how to be more assertive, how to lower your guard, and how to attract others to get your ideas heard.

Quote taken from Crystal’s DISC Personality Assessment website

For example, a person with the “D” personality type is likely to be direct, assertive, independent, and decisive. They are intense competitors that thrive with ambitious goals and challenges, preferring action over analysis when they need to complete a task. D’s are extremely competitive individuals and prefer leadership roles.

The tool reveals useful insights into such a personality’s communications preferences. For example, The D-personality will communicate as efficiently as possible. Short, clipped statements are a D’s natural way of responding or giving instructions. A D-personality views the world in broad terms and prefers, even demands, to skip the details.

Don’t expect to make small talk with a D-personality. From their perspective, light banter is a waste of time and doesn’t move the conversation towards any action.

So, the next time you’re targeting customers, don’t forget to drill down into their likely personalities – the more you know about someone, the more you can relate to them. Set the right tone and you’re chances of success are much higher.

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