The importance of emotional mapping in B2B marketing | FierceCMO | The MarTech Digest |
While marketers get to know their buyers and purchasing behaviors, many don't fully understand the emotional motivation behind the initial purchase. There are four common buyer groups, according to a recent article by Scott Gillum, president and channel marketing practice leader for Gyro.

By looking at a group of Gyro's clients from the hi-tech, financial and information services industries, Gillum qualified these four divisions as The Needle, The Seekers, The Loyalists and The Legacies.