- #GROWING CLIENT BASE VERIFICATION#
- #GROWING CLIENT BASE PROFESSIONAL#
Quotes from real customers that bring those motivations and challenges to life.įirst and foremost, retain existing customers by providing great service. Challenges or frustrations that relate to the problem your product solves or the buying experience itself. #GROWING CLIENT BASE PROFESSIONAL#
Motivations that relate to your product (like shopping habits or professional aspirations). Demographics like age, location, and occupation (gender is also common, but that can quickly become problematic). A photo or illustration to literally put a face on your fictional customer. A name that, for some reason, is almost always an alliteration. You create those tools by consolidating and summarizing all of your research into your customer base, identifying common traits, and building a fictional biography of a typical customer. You’ll likely have more than one persona in your toolkit.Īnd buyer personas are just that-tools. īuyer personas are generalized, fictionalized representations of the types of buyers within your customer base. With your target market in mind, you can start to build your buyer personas-an incredibly useful tool that will help you tailor messaging and campaigns to increase your client base. (Although, we should note that the SaaS behemoth did launch an SMB-specific product, Salesforce Essentials, in 2017 to compete with Mailchimp and other lower-priced competitors.) Salesforce primarily targets enterprise businesses that need a powerful platform to manage complex digital marketing, sales, analytics, and customer experience operations. Mailchimp targets small-to-medium businesses that are interested in growing their customer base through digital marketing but likely don’t have experienced marketers or the budget for more powerful enterprise platforms. An ICP might include industry, geography, company size, and annual revenue.įor example, here are hypothetical ideal customer profiles for two different SaaS brands: That’s why your ideal audience should be narrow enough that tailored campaigns will resonate with them.īottom line: if your target market is too broad, you can’t develop targeted messaging.ī2B brands usually develop target markets in the form of an ideal customer profile, or ICP.Īt this level, brands identify the kinds of businesses that get the most value from their product rather than focusing on individual employees within that business. And in order to reach an audience effectively, your messaging needs to be tailored to their specific needs and motivations. Keep in mind that defining your target market is all about gaining a clear, shared understanding of who you’re trying to reach with your marketing efforts. Your market should also make sense for your business goals and objectives, so partner with your sales, product development, and customer support teams as you develop a picture of your target customers. Narrowing in on a target market isn’t just about customer preferences. You may identify customers that could receive a lot of value from your product but simply aren’t aware of your brand (at least not yet). There should be a lot of overlap between the attributes of your target market and the existing customers you just researched, but they probably won’t be identical. Your target market is made up of your ideal customer-the group of people that you believe benefit most from your product or service. Once you’ve collected and reviewed data about who’s buying from you already, you can use your analysis to inform your next step: defining your target market. Audience intelligence tools like SparkToro, Brandwatch, or Audiense can also provide valuable insights about your customers. Conducting surveys, focus groups, or interviews with your existing customers can help you identify similar characteristics and start to develop a profile of your customer base. 
If you don’t have much customer data available, consider reviewing case studies or interviewing your sales or customer support teams to surface insights.
You can collect quantitative information from company data sources such as your CRM, loyalty program membership profiles, customer feedback responses, or purchase records. The following details are good to gather:
#GROWING CLIENT BASE VERIFICATION#
Personalizing Offers With Healthcare Identity Verification | SheerIDĪnalyze your current customer data to determine as many concrete details as you can about the people who already know and engage with your brand on a regular basis.
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