Customer is king! This is a well-known truth and it has been prevalent for as long as businesses have been in existence. The only thing that has changed is the approach of the customer itself. Today’s customers are quick to change, have dynamic choices, are tech-savvy and most of the times clear of what they want and whom they want to get it from. Whether it is a service or a product, they study many aspects before approaching a marketer. Today customers exhibit certain digital and social media behaviours which are valuable data for any marketer who wants to capture their attention.
Customer data captured from various sources can be instrumental in shaping marketing strategies and also understanding the needs of the customer thoroughly. The importance of customer profile is paramount in determining the sales and marketing success in B2B. Identifying target audience and creating an impeccable customer profile is an integral part of B2B sales and marketing.
So how does one optimize an ideal customer profile to leverage the potential in them to get converted into business? There are many ways to do it, but let us discuss some critical factors here in this blog.
Focus on the most potential customers first:
Look at what will most probably give you the fastest results, which means one must focus on customers that are most likely to convert. Going by the traditional ways to create an ideal customer profile can work well in the b2b landscape. After identifying the best customers, you can start analysing the characteristics such as age, region, company, designation, the authority level when it comes to decision-making, etc.
Determining the best customers and their characteristics can enable you to know which channels, strategies you must use to approach them and then nurture them to convert them eventually. These parameters help define the best customers and their probability to get converted and thus augment revenue growth.
Aligned approach:
Creating an ideal customer profile has several benefits. It is of great help to multiple functions across the organization. Sales, marketing, operations even finance if work in good alignment it can always lead to better business outcomes. It leads to more clarity, unison in decision making and thus can pave way to getting more revenue due to minimum internal errors or misalignment. Instead of relying only on the data or different versions of the same customer, once you create an ideal customer profile it eases the job of each one in the organization who is connected to it in some way.
Being target specific:
The job of any b2b marketer, whether it is sales or marketing is to break down the complexity of b2b and simplify it to augment ROI. This can be done when there is more clarity about the kind of customers you would be looking at. An ideal customer profile can help minimise the complexities and define the target very well. Once the target is clear, sales and marketing teams can then build plans around the target profile to capture the attention of the customer, delight and engage them further to accelerate sales and get more revenue growth.
Conclusion:
B2B is a complex market and the more specific one becomes, the more narrowed down approach one adopts it becomes easier to get the results quickly. Customer is important and the more your approach is customer-centric, easier it is to convert them into business.