Listen by going where your B2B customers and prospects
Posted: Wed Jan 08, 2025 4:20 am
For example, take inspiration from their LinkedIn accounts: What type of people are part of its network? What groups is he registered with? What issues does he share? Is he active on social media? (publishing news or articles) Through keyword research on social networks, take a look at comments on blogs in your sector, don't be afraid to ask questions on social networks on dedicated Linkedin or Facebook groups for example. You can also use data from your various web marketing tools (Analytics, Twitter, Linkedin, Buzzsumo, Facebook, Plezi) to refine your understanding of the ideal profile, by analyzing their online habits. Exchange with your colleagues in direct contact with your customers Next, ask your employees to express their customer vision . This is particularly relevant with salespeople who are in direct contact with your prospects and customers.
Salespeople's feedback on the objections encountered will be a rich source to exploit in order to feed the profile of your marketing personas. As a marketer, you can also perform double listening on sales calls to better understand the pain points of your targets. Conduct interviews with your customers Finally, give substance to your personas by conducting interviews with real customers and prospects. This can take the form of a short questionnaire sent to your customer base. To motivate their responses, you can imagine a reward at stake – for all respondents or in the form of a draw among those who responded. For a more qualitative interview, you can ask your customer relations team to put you in touch with some of their customers.
In 30-minute format, these interviews can be real gold mines of information for marketing! 3. Step Three: Compile the Answers and Research Having data is great, organizing it and bringing it to life is better. Organize your information To translate your research into a clear and precise file (but flexible over time), you must now compile this valuable information in a concise manner in order to obtain the best analysis . This can be done by looking for similarities in the dominican republic telegram database goals and barriers you discovered during your interviews. These similarities will help you segment your potential customers into distinct sets of buyer personas. Persona segmentation Now that you have your data well organized, it's time to move on to the next step: determining how many buyer personas you're going to define. You can segment your personas in several ways: By job title : In B2B, the purchasing process can involve several decision-makers.
For example, Plezi is mainly aimed at Marketing Managers. But we will also need to convince executives, who want to understand the ROI of a marketing automation tool for their company, as well as the various marketing managers who will be the end users of the solution, and will want to be reassured about the ease of use of the solution. We will therefore need to take these three different profiles into account in our strategy. By industry : Your solution can be targeted to a variety of industries, each with specific needs that need to be addressed. You can start by focusing on the top three industries in your customer base, before adding more personas as you go.
By challenge or objective : if your offer meets different motivations, you can also segment accordingly. For example, our solution can meet the needs of an overwhelmed marketer, lacking time and resources, as well as those of an ROI marketer, who wants to ensure that his strategy generates as many customers as possible. But you can also segment by other characteristics if it's relevant to you: by seniority, age, location, etc.
Salespeople's feedback on the objections encountered will be a rich source to exploit in order to feed the profile of your marketing personas. As a marketer, you can also perform double listening on sales calls to better understand the pain points of your targets. Conduct interviews with your customers Finally, give substance to your personas by conducting interviews with real customers and prospects. This can take the form of a short questionnaire sent to your customer base. To motivate their responses, you can imagine a reward at stake – for all respondents or in the form of a draw among those who responded. For a more qualitative interview, you can ask your customer relations team to put you in touch with some of their customers.
In 30-minute format, these interviews can be real gold mines of information for marketing! 3. Step Three: Compile the Answers and Research Having data is great, organizing it and bringing it to life is better. Organize your information To translate your research into a clear and precise file (but flexible over time), you must now compile this valuable information in a concise manner in order to obtain the best analysis . This can be done by looking for similarities in the dominican republic telegram database goals and barriers you discovered during your interviews. These similarities will help you segment your potential customers into distinct sets of buyer personas. Persona segmentation Now that you have your data well organized, it's time to move on to the next step: determining how many buyer personas you're going to define. You can segment your personas in several ways: By job title : In B2B, the purchasing process can involve several decision-makers.
For example, Plezi is mainly aimed at Marketing Managers. But we will also need to convince executives, who want to understand the ROI of a marketing automation tool for their company, as well as the various marketing managers who will be the end users of the solution, and will want to be reassured about the ease of use of the solution. We will therefore need to take these three different profiles into account in our strategy. By industry : Your solution can be targeted to a variety of industries, each with specific needs that need to be addressed. You can start by focusing on the top three industries in your customer base, before adding more personas as you go.
By challenge or objective : if your offer meets different motivations, you can also segment accordingly. For example, our solution can meet the needs of an overwhelmed marketer, lacking time and resources, as well as those of an ROI marketer, who wants to ensure that his strategy generates as many customers as possible. But you can also segment by other characteristics if it's relevant to you: by seniority, age, location, etc.