identifying your target audience: how to define and maximize it
TRANSCRIPT
IDENTIFYING AND MAXIMIZING THE POTENTIAL OF YOUR MOST VALUABLE CLIENTS
SIMPLEDATACOMPREHENSIVE SALES AUTOMATION PLATFORM
http://getsimpledata.com [email protected]
SCIENTIFICALLY IDEN
TIFYING YO
UR TARGET AU
DIENCE
EFFECTIVELY IDENTIFYING YOUR TARGET AUDIENCE
Prior to launching a B2B lead gen campaign, its critical that you identify and target the ideal audience; this is key to building a solid sales and marketing foundation for any business.
Random targeting can lead to a waste of time and money. Companies that target everyone tend to lose the competitive edge.
Targeting a particular audience does not translate to excluding those who do not meet a given criteria.
The target market can be broken down into multiple segments. This process typically comes before targeting.
Besides income, company size and type, there are many other ways to segment the market.
Besides income, company size and type, there are many other ways to segment the market. Behavioral and psychographic characteristics like usage rate and interest also play an important role.
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THE RFM M
ETHOD
THE RFM METHOD
The RFM method is the best way to examine customer value. The approach is primarily used in direct and database marketing.The following information can be gleaned from your sales data:
Recency -- When last did the customer buy from you? Frequency -- How often does the customer buy? Monetary Value -- How much do they spend?
You can use the data to create a customer profile table listing the purchase value, data of purchase and customer name.
Marketers use different methodologies to understand customer behavior and value.
One approach is to assign a scale of 1 to 10 while another creates categories for all applicable attributes.
Click here to learn more about proper RFM implementation.
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PURCHASIN
G TRIGGERSPURCHASING TRIGGERS
Triggers create a need for a particular service or product. The event generally leads to an active search for the ideal product or service. The
need also generates a sense of urgency. A company that scales operations may have to update some of its equipment among
other things. A detailed understanding of these triggers allows you to tailor marketing messages
and recognize your target audience. Purchasing triggers will vary by industry, but here are a few common psychological
ones: Human behavior: avoid pain and gain pleasure/success Simplify you solution: “law of the least” people were gravitate towards the least
demanding solution. Make your purchase as simple as possible.
Build anticipation: build publicity for your new enhancements and releases Social proof: promote how others are benefitting from your solution. As is common
knowledge, social media marketing is a key cog in any outbound marketing campaign. Create references
Click here to learn more about purchasing triggers.
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PURCHASIN
G TRIGGERSPURCHASING TRIGGERS
Match the platform to your business objective and industry
Attribution Experiment and learn from
failures
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REAL OR PERCEIVED GAP BETW
EEN CU
RRENT O
R PERCEIVED SOLU
TION
UNCOVERING CUSTOMER PAIN POINTS
Customer's pain is caused by a perceived or real gap between current circumstances and the desire for an improvement or solution.
As a sales professional, it is your responsibility to close the gap. Your ability to identify and eliminate multiple or larger customer
pain points creates sound opportunities to convert a prospect and retain them as a paying client.
Below are a few examples that may seem a bit obvious, but valuable nonetheless:
Open-ended questions Listen Verbalize that you understand their business Provide references Probe for their pain
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THE ANSW
ER IS ALWAYS CO
NTEN
T MARKETIN
GCREATE DEMAND VIA CONTENT MARKETING
Content marketing plays a vital role when it comes to creating demand.
It helps you improve brand awareness and increase lead generation.
When properly implemented, this approach builds credibility with both existing customers and prospects.
Achieves this objective by providing relevant information that resonates with the target audience's needs.
For your content marketing campaigns to succeed, you must do the following:
Read industry blogs Subscribe to your competitor's newsletters Understand your buyers Identify key stages of your buying cycle Keep track of customer's questions and service needs
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ITS ALWAYS ABO
UT CO
NTEN
TCONTENT MARKETING
High quality Frequently updated ¼ of marketing budget spent on
content Companies with blogs receive
97% more leads than those that don’t
Reason to stay Bounce rate Time on site Number of pages
Reason to come back Tips
“Speak” to the customers Focus on solving specific
problem Be unforgettable
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SALES FUN
NELS FRO
M LAN
DING PAGES
SALES FUNNELS FROM LANDING PAGES
Sales funnels can be created using a wide variety of landing pages, including webinar pages, social media pages, free demo pages and more.
This approach requires testing to identify the ideal landing page for your sales funnel.
One way to create a sales funnel involves retargeting lost traffic. With this method, you implement a code into the landing page
that identifies and triggers a specific engagement. For instance, you can use a retargeting advertisement.
Meanwhile, experts recommend segmenting visitors based on traffic source.
You can also take advantage of landing page form data, such as zip codes, email addresses and names.
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SALES FUN
NELS FRO
M LAN
DING PAGES
SALES FUNNELS FROM LANDING PAGES
Collect leads Automate lead distribution Monitor productivity Automatically assign leads to
various drip marketing campaigns
Lead scoring Track
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MAXIM
IZING LEAD VALU
E THROU
GH SALES AUTO
MATIO
NMAXIMIZING LEAD VALUE THROUGH SALES AUTOMATION
Sales automation provides a viable way to eliminate time-consuming tasks. The systems help ensure that your organization does not miss out on any opportunities.
Automated tools allow you to carry out more accurate forecasting based on orders, quotes and opportunities. In addition, they enable you to prioritize sales tasks based on rank assignment.
This ensures that sales staff focuses on the highest quality leads. Cross and up-selling is drastically improved due to better understanding of buyer
persona, order history, demographics and other key metrics. One of the primary functions of most sales automation platforms is lead
nurturing. Lead nurturing is the process of providing continued education to your prospects
and clients so that they can be confident and remain confident in the tools and services that you provide.
Sales managers can lead the team more effectively because they have access to each sales representative's performance details, including sales figures, opportunities and customer contact stats. This information allows managers to identify areas of weakness and provide guidance.
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MU
CH OBLIGED
THANK YOU
Thank youMatt HaagSimpleData
http://[email protected]