It's about knowing what your customers need to hear!
Understanding your audience is crucial for successful communication in marketing.
Buyer insight projects are key in gaining a better understanding of your audience, ensuring that your marketing strategy aligns with your customers' needs, challenges, and aspirations.
And, yes, your customers' needs and behaviours change, sometimes quicker than you can spell "customer experience."
Here are some simple steps to stay on top of your customers needs:
- Define Your Ideal Customer Profile (ICP) - Begin by clearly outlining the characteristics of your ideal customer. What industries do they operate in? What challenges do they face?
- Define Buyer Personas - Recognize that, within b2b, purchase decision involve a committee, not an individual. Identify the roles within this buying committee and understand how each contributes to the decision-making process. This step ensures that your messaging resonates with everyone involved.
- Define the scope - Avoid the temptation to cast a wide net. Instead, focus on specific markets and industries. While not every stakeholder in the buying committee may be necessary to include, selecting a variety of roles provides diverse perspectives and nuanced insights.
- Conduct a Data Audit - Ensure that you have the necessary data points to effectively segment your audience. This information is crucial for personalized communication. Evaluate existing data and identify any gaps that need to be filled.
- Engage Internal Stakeholders - Tap into the wealth of knowledge within your organization. Consult with customer service, sales, and anyone who interacts with your clients. Gather insights from different perspectives to enrich your understanding.
- Create the Questionnaire - Craft a questionnaire using a proven methodology, like Adele Revella's '5 Rings of Buyer Insight.' The objective is to move beyond a typical marketing survey and instead delve into the triggers, challenges, and sucessfactors of your personas.
- Conduct Persona Research Interviews - Enlist a neutral third party for anonymous interviews with your target personas. Honest, unfiltered responses are crucial for accurate insights, and a third-party interviewer significantly increases the likelihood of obtaining candid feedback.
- Analyze Interviews and Build Personas - Dedicate time to dissecting and understanding the interviews data. Develop comprehensive buyer personas that consolidates the motivations, challenges, and preferences of your target audience. Include quotes for added nuance.
- Build Buyer Journeys - Identify the topics of interest and questions asked at each stage of the buyers' journey. Map out the preferred channels for these inquiries. This step helps you tailor your communication strategy to align with their decision-making process.
- Share & Discuss - Don't just hand over the report; set up a workshop and present and discuss the findings, inviting all internal stakeholders. This is a valuable exercise that allows stakeholders to ask questions directly to the person who conducted the interviews.
- Content Mapping Exercise - Evaluate your existing content to see where it fits into addressing buyer questions. Repurpose and tweak content to align with preferred formats and channels. Identify gaps that need to be filled with new, relevant content.
- Campaign Mapping Exercise - Review your current campaigns and ensure they address the pertinent questions in your buyer journeys. Eliminate irrelevant content and incorporate messaging that resonates with your audience.
- Involve Sales - Collaborate with your sales team to align marketing efforts with their conversations. Ensure that they are equipped with the right information at the right time to engage effectively with potential buyers.
A buyer insight project isn't just about marketing; it's a collaborative effort that unites the entire organization towards a common goal - delivering an exceptional customer experience.
Want to find out how you can get started? Reach out for a chat!
