The insights in The Hidden Buyer Journey come from studying the personalities of 10,000 buyers across 15 industries over seven years. Why?
Because if you know a buyer’s personality type, you can predict their preferences, motivations, and behaviors.
No two buyers are alike — but their personalities might be. More than 50% of the time, buyers in similar roles in the same industry share the same personality type.
That’s because personality drives your degree, your profession, your company, even the industry you land in.
Take Chief Information Security Officers: 65-75% share the same personality type, depending on industry — skewing higher in Financial Services, lower in Professional Services.
Why does this matter?
You can target your messaging and value proposition to match that preference.
You can read intent signals correctly, because you know the motivation behind the action.
You can spot false positives before they waste your sales team’s time.
And you can pick the right channel — CISOs, for example, trust human and third-party recommendations over anything self-serve.
Personality isn’t a soft metric. It’s the variable your CRM has never measured — and the one that’s been driving the decision the whole time.
