‘Fundamental Attribution Error’ means we naturally overestimate a person’s disposition on their behaviours and underestimate the impact of their situation.
B2B Prospects don’t switch from an incumbent supplier or risk their Status Quo simply because they’re an ABC1 adult and have overheard your Retail campaign. They want to know whether their current situation puts them at risk and whether they should do something different to preserve their best interest.
You can target messages to each individual’s disposition (job title, function, responsibilities), but that won’t typically motivate them to make a change. The real drivers behind behaviour change are the challenges within a #b2b buyer’s situation or business context.
Don't focus on job titles or personas unless you also plan to speak to their situation. Help your buyers understand how your offering matches their business context, for example, how they can mitigate a risk that they haven’t yet spotted.
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