The “fear of missing out” (FOMO) as a social anxiety is characterized by “a desire to stay continually connected with what others are doing”.

In the context of your prospect’s business planning, FOMO can be applied as a powerful status quo buster.

Changing the “current state of things” is not easy work. By sharing peer-related insight and trends,  you appeal to your prospects high interest in staying connected to the thinking of like professionals and/or companies.

The fear of missing out on an opportunity can be a powerful reason to engage, and if that opportunity involves your specific solution, then you’ve just set the buyer’s journey in motion. That’s turning a latent need for your solution into an active need – and it is an effective tactic to expand your revenue pipeline.

Presenting compelling data that causes the prospect to re-consider current plans and thinking is the most effective way of challenging the status quo.

As an example, here are some examples of insights that would appeal to a Chief Marketing Officer.

X% of CMO’s seek new options to ………………….

X% of CMO’s link ………………………to better performance

X% use CMO’s use ……………….. as a competitive tool

X% of CMO’s seek improvement in ………………………..

X% of CMO’s finds …………………….. erodes profitability

Most CMO’s are eyeing new ………………..

Developing peer-related insights and communications can be instrumental in striking up productive discussions with prospects.