Are Psychological Attributes Useful? How Should They be Used in Marketing and Sales?

By Brenna Lofquist, Senior Marketing Consultant at Heinz Marketing
One of Matt’s recent LinkedIn posts received more comments than usual, and it got me thinking.
But first, here’s a high-level overview of the post. The post talks about storing information and insights about the person, not just the account/contact – more personal things like hobbies, interests, etc. Matt poses a few questions such as where in your CRM are you storing such information and how are you leveraging it, which spark some controversial responses. You can read the full post below.
Here’s the post:
“Where in CRM are you storing information and insights not about accounts and contacts, but about people?
Not just their title and role, but their hobbies, interests and more? How are you keeping track of who likes to cook, who likes to eat, who they root for on Saturdays, on Sundays, which causes they favor, etc.
Anything they share, and