In today’s world, digital technology rules. With every beep, tweet, and ding, infinite amounts of information are harassing consumers, giving them the power and accessibility to educate themselves and take control of their buyer’s journey. That said, it has become more valuable than ever to understand who your customers are, what they want, and when they want it. According to the Harvard Business Review, customer understanding is 1.3 times more important than other priorities for leading marketers.
But what is customer understanding? It is the visualization of your average consumer. For B2B marketers, that might mean the industry, company size, or annual revenue. It also might mean understanding which team your product or solution would be most helpful to and understanding the teams’ goals, key metrics, and pain points.
Another aspect of customer understanding is grasping how the target customer moves through the buyer’s cycle and how decision-makers and influencers consume information. With this information, marketers can build a B2B buyer persona and develop appropriate marketing techniques that hyper-target prospects. By doing so, you can deliver the right message at the right time, which drives conversions and increases ROI.
When drafting a B2B buyer persona, consider the kind of business you are targeting and how it benefits your ideal customer.
Sugar Market—Helping Marketers Define Accurate Buyer Personas
Marketing Automation tools have become a necessity for all established companies. In the past, marketing interactions were limited to emails. Today, the need for tools that exceed the capabilities of simple email automation systems is keener than ever. Advanced marketing automation systems such as Sugar Market enable companies to better outline buyer personas and accurately segment their audience.
Sugar Market helps you keep your sales team aligned with and aware of all marketing initiatives by integrating marketing responses into your CRM, boosting the likelihood of lead conversion. The tool also helps you nurture marketing leads into sales-ready leads through accurate segmentation and nurturing campaigns. Sugar Market’s drip campaigns allow you to set up dynamic branching options as soon as one of your leads shows interest in adjacent products or services.
Based on the data gathered by marketing automation systems, companies have the opportunity to define a more accurate buyer persona and market products and services with more relevance.
SugarPredict – Refining Your Ideal Customer Profile
SugarPredict can help your company define a more accurate Ideal Customer Profile. The engine allows you to gather customer insights from your internal CRM and external sources and processes them to predict which leads are more likely to convert. The tool considers other internal scenarios where the lead conversion was successful; based on these, it predicts what leads are more likely to convert in the future.
Currently, SuagrPredict is only available for Sugar Sell users. Still, as long as you have your marketing automation system integrated with your CRM, the engine will also analyze marketing data.
Food for Thought
Although defining an accurate buyer persona involves a tremendous amount of work for your business marketing, modern-day tools and systems can simplify the process to make defining it easier. Marketing automation paired with predictive analytics has been proven to facilitate the process of defining an accurate ideal customer profile or buyer persona.