Entries Tagged as 'Customer relationship management'
Persona-based marketing goes beyond simple demographic data
Persona-based marketing describes who a prospect or customer is, by also answering questions about their behavior such as: what keeps this person awake at night? How does he spend his time? How does she like to be sold to?
This concept can help you, as a business-to-business marketer, by creating a vivid, tangible picture of your best prospects or customers, and then sculpting a marketing message that’s pertinent to their concerns, and move them to inquire and buy.
How to get started:
- Convene a group of employees who interact with your customers and prospects. Bring in lunch and a white board and ask them to help you build a persona for each of your target customers.
- Start by describing the customer’s role in their company: CEO, CIO, CFO, COO, sales manager, purchasing agent, user, and any other important influencers.
- Next describe the kind of company they work for. What industry is it in? How big is it? How up-to-date is it? Does it have a lot of competition?
- Then describe the person and their behavior: Give each persona a name, a title, an age, and describe how he or she looks. How does he dress? What kind of car does she drive? What does he do in his free time? What kind of educational background does she have?
- Flesh out as many attributes as you need to give a full, rounded picture of who this person is. Then, turn to your persona’s problems and goals.
- Think about what does this person’s daily calendar look like? What are his or her most pressing concerns? What product or service attributes would be most helpful in solving this person’s problems? Is he or she looking to roll up 20 databases into one, getting ready for an IPO, dealing with a new competitor who has just entered the market?
- Then, when formulating your marketing messages, think about what path this prospect or customer might pursue to solve this problem. Will he or she turn to white papers or articles in trade publications or Web sites? Would this customer or prospect seek input from a speaker at a networking group of their peers? Let the personas steer the route, which you can pave with information that can help your prospect and customers move forward in their consideration and buying process.
Read the full article at my website: Persona-based marketing: Powerful tools for connecting with prospects and customers
When searching for leads to buy your products or services, you want to find those companies who have a problem for which you have the solution.
How do you go about finding those companies and how do you find the level of contacts you need from within the companies?
I’ve added an article to my website about the process of targeting your lead generation:
- Rank current customers
- Add information about each customer
- Determine likely prospects
- Target lead generation by market or geography
- Research the media they use
- Focus on B2B marketing vehicles
Read the full article: Lead Generation: Targeting your B2B lead generation
Your CRM, marketing database or marketing automation software could be your number one asset. The right database of prospective cusotmers can increase marketing effectiveness and shorten sales cycles. I can help with everything from cleaning up your existing data to using profiles of your best customers to find more companies and contacts just like them.
To find out more: B2B sales lead management software and marketing databases
I had a client whose marketing was not delivering the same level of sales it had in the past. The company had no direct sales force and no distributors, so their prices were about half their competitors. It sounds like it would be easy to grow your customer base when you can quote such low prices. Even if your company has a sales team or distributors, what they learned can improve your marketing too.
The problem was that their marketing was narrow. They would send out a catalog to anyone who inquired as a response to ads in trade magazines. After years of advertising, you reach a saturation point. The conversion rate was flat, as you can imagine.
They started a new initiative to distribute products by other companies. But how to get their target customers, primarily small businesses, to notice? To improve their marketing, they didn’t want to add cost or layers of labor. They were focused on effiency to keep their costs lower than competitors, after all.
Boost existing customer orders
You can keep the direct-to-client approach simply by reminding customers that you’re there for them. For example, expand existing accounts, do alternative mailings and schedule reminders about new products. It meets a customer’s needs better than just sending a catalog every year as well. And if you don’t keep in touch, customers may go to someone else that does stay top-of-mind.
These tactics can jump-start your sales:
- Track existing customers for their product preferences
- Regularly remind them about new products that might interest them
- Send quarterly communications/newsletters
- How about periodic free samples of new products?
What’s in it for you?
- Significantly increase your company’s conversion of prospects to customers
- Increase sales from existing customers
- Save money in many areas
- Then re-invest in additional marketing, boosting results even further