How to Create the Ideal Customer Profile Through Marketing Data Management
Knowing your ideal customer profile doesn’t just help with online lead generation and sales, it also lowers your cost for marketing efforts. Instead of launching 100 different and expensive ad buys and content campaigns to generate sales, B2B marketers are able to use marketing data insights for customer and prospect targeting. How detailed is your ideal customer profile? How detailed should it be? Here’s how to fine-tune your ideal customer profile to perfection by utilizing marketing data management.
Key Metrics You Need to Gather to Create the Ideal Customer Profile
Inevitably, what do you need to know about prospects in order to build the ideal customer profile? It’s advised to first understand what similarities your ideal customers share with your install base.
These characteristics could be centered around:
- What are the demographics?
- What are the psychographics?
Certain lead definitions that correspond to lead scoring criteria:
- What industry are they in?
- How large is their company?
- What is their role within the company?
You’ll also need to understand their purchasing process by considering the pain points of your prospects and how your product or service will address them. From there, you’ll need to uncover where prospects find the information they need to make informed decisions and produce relevant, personalized content that is located where your ideal customer is researching.
How Generating Fewer (but Quality) Leads Can Actually Boost Sales
More leads equals more sales, right? Well, not necessarily. Focusing on quality leads can generate greater sales. For a B2B marketer, this can equate to growth based on fewer actual leads — so long as those leads are precisely your target audience. From the get-go, you’re dealing with leads who have a proven interest in the types of products or services you offer, so a much higher percentage of those leads will convert to customers.
Creating a highly-refined, detailed, accurate customer profile through marketing data management is essential. With it, marketers can stop wasting time on leads with a low probability of buying, stop generating content that doesn’t appeal to the target audience, and stop placing ads and other content where prospects are unlikely to respond.
Targeted Marketing through Marketing Data Management
Let’s pretend for a minute that you have generated marketing data through lead generation, which you can now analyze for a complete and accurate picture of your ideal customer. You know who they are, what they need, and where they go to look for it. You also know what drives their buying decisions, enabling you to only advertise in places they shop and place content where they go to learn. The ads and content you place will precisely target who it needs to, leading to a great marketing ROI.
Sounds great, doesn’t it?
If you’re B2B marketer struggling with prospective customer data management, ReachForce can help to increase revenue contribution by solving some of your toughest data management problems. By cleansing & enriching marketing data, we make initiatives like marketing automation, personalization and predictive marketing better. To learn more about how ReachForce can help you optimize demand generation and your impact on revenue, check out our real-time web form enrichment demo, or request a free marketing data diagnostic.