3 Questions Every Customer-Obsessed Marketer Needs to Ask
In a world where poor customer reviews can make or a break business, customer-centricity has forced itself to marketing’s epicenter. Marketers have taken a leading role in defining and shaping the customer experience. They continuously engage customers with carefully crafted campaigns throughout the entire customer journey.
Fueling these campaigns is a tremendous amount of data. Data used to determine who your customers are, where you can reach them, and how they use your product.
Here are 3 questions needed for customer-centric marketing.
Who Makes up Your Current Customer Base?
All customer-centric marketing begins by understanding who makes up your customer base. Once you understand who your current customers are, you can use that as a base for the rest of your customer analytics and campaigns.
The first step is to explore the people who make up your customer base and for B2B marketers, the companies they work for. This involves gathering every scrap of data you have about the accounts and contacts in your database. Demographic and firmographic data can inform which customer segments you should target and the personas your messaging should speak to.
If you’re a B2B marketer, you likely know the types of companies making up your customer base, but the key here is to use firmographic data to identify similar companies. Firmographic data can include variables like industry, number of employees, location of headquarters, business model, revenue, funding, and the age of the company.
A thorough analysis of their current customer base will help marketers find firmographic variables with the highest correlations to key metrics, such as revenue or customer lifetime value (CLV). Businesses can then use the firmographic data points holding the highest value to predict which prospects have the highest propensity to buy. They can also uncover existing customers with the most growth potential.
Both B2B and B2C companies sell to people. This makes demographic data invaluable throughout the customer journey. Use the recurring patterns in your customers’ behavior to identify how people engage at each point of the customer lifecycle.
For example, for a B2B company, using demographic segmentation and personas your marketing communications can be different for a C-level executive signing a contract from the onboarding communications for the analyst responsible for implementation.
There are many demographic variables important to different companies. But some of the most common include job title, department, age, experience level, and location.
How Do Customers Interact with Your Business?
Once you know who makes up your customer base, the next area to explore is how they interact with your business. Use activity data to uncover the most common ways they do this within the customer journey.
Digital marketing now provides marketers with a detailed understanding of every online interaction customers have with their business. Between marketing automation technologies, like Marketo and HubSpot, and web analytics tools, like Google Analytics, marketers can track every visitor’s web session and the marketing source that drove a user to their site. You can then optimize these channels to drive more customers to your Go to the full article.