Nobody goes into business long enough without acknowledging the reality of risk. Whether it’s investment, B2B buying, or hiring, every action (and more) has this element of uncertainty, a chance of going off-course.
Although, there are can also be far too many different approaches to this reality. For lead generators, understanding this is important because you want your prospect to experience the feeling of guaranteed safety that makes it easier to win sales.
The only way you can figure this out is by creating buyer personas.