Buyer Psychographic Signals The third category of data available to support effective buyer enablement is called psychographics, which are used to classify companies and business contacts based on their attitudes and interests. This category, long studied in the B2C space, is now becoming increasingly important and impactful in B2B sales. These signals are very useful in helping shape interactions between prospects and revenue teams, and can help sales teams more effectively engage prospects with more personalized—and personal—outreach. Likewise, having insight into the communication style and engagement preferences of individuals (such as: Are they active in social media conversations? Do they participate actively in business interest groups?) can help sales teams formulate effective outreach. How can psychographic signals positively impact your outreach efforts? • Psychographic signals at the account level can accurately capture whether an organization supports charitable causes and community organization • Or they might reveal associations with civic organizations or local sporting franchises • They could reflect new organizational-level thinking or priorities resulting from market forces, too 13