Utilizing precision targeting and intent-powered initiatives is an intelligent approach to reshaping your business-to-business (B2B) marketing and sales efforts. But to excel as a B2B organization by targeting the correct buyers, you must have detailed personas that are adapted and updated on an ongoing basis as more customer information is gathered.
At True Influence, a demand generation services company, we help B2B companies find their next customer by using intent data to identify the correct target buyer that is in the market for a specific product or service. This process starts by identifying personas.
Personas provide a model of the ideal customer, including their demographics and firmographics. For maximum return on investment (ROI), the personas need to be used by individuals across an organization, from sales reps and content marketers to developers and marketing heads. These personas are used to identify new data, used in your marketing automation platform (MAP) and in your customer relationship management (CRM) software, and to provide relevant content.
Once these personas are identified, you can accurately utilize intent data to target customers that are in the market for a specific product, service or solution.
Reshaping a B2B marketing and sales organization means that you have to be focused on multiple elements in your go-to-market strategy and combine those with sophisticated analysis and demand generation.
Identifying Key Personas
Understanding the data behind your existing customers is a necessary first step in determining what type of buyer you can expect to attract in the future. Your team needs to do the necessary groundwork to show where you are winning with your campaigns and where you need to do better. This is critical in order to identify who your customers are and what they need.
Begin by looking at your best customers to develop a look-alike model. Identify individuals and buying group members that are in the market and target them strategically.
You need to identify two main things:
• Job function, such as marketing, sales or operations.
• Job titles, such as vice president, director or manager.
There’s usually a team of buyers in the decision-making process for B2B purchases, and each of the members of this buying team plays a different role. Discovering the behaviors of the individuals and the buying group allows you to form a strategy with the most potential to target the correct buyer for revenue generation.
Identifying Customer Segments
The next step in precision targeting is to identify customer segments. Customer segmentation can help you develop focused strategies and marketing campaigns that gain and retain customers. A relevant marketing message is more effective, and it’s a way to let existing customers know they are appreciated.
Start by looking at your best customers that you want to retain, as well as cross-sell or upsell. For this group, you may want to create an exclusive offer for a new product. You also may want to re-engage with customers that haven’t purchased in a while. Remember to tailor your content to each of these groups accordingly.
Next, identify potential prospects that you want to acquire. Looking at your current customer profiles is a good way to start. The key is to determine the type of individual you think would benefit from your product.
Four examples of customer segmentations include:
• Demographics: age, gender, education, occupation, income, marital status or ethnicity.
• Geographic: country, state, region, climate or market size.
• Behavioral: this is intent data.
• Customer Journey: which stage of the buying process are they in?
Identifying Who Is In The Market For Your Product, Service Or Solution
The final step is to identify who is in the market for your product, service or solution so you can create campaigns that are strategically targeted.
Using the right intent provider can help you identify who is in the market every week by tracking their purchase intent activity at the buying group, account and individual contact levels. Carefully analyze the keywords you monitor against the key phrases your buyers are searching. This enables you to tailor messages more accurately throughout the customer journey.
Identifying and nurturing prospects is among the most resource-intensive activities for B2B marketing and sales organizations, but working with quality intent data can eliminate some of the time and steps involved.
Taking a more intelligent approach to B2B marketing and sales through precision targeting and intent-powered initiatives can give your company a better opportunity to build revenue and grow your business. Today, many leading B2B companies are leveraging precision targeting, personas, segmentation and intent to meet buyers’ expectations and drive quality marketing-qualified leads for sales.