Being an specialist on your market or having the ability to identify target companies is excellent and all, but these things do little to develop your understanding of your B2B customer… And that is where real success lifestyles.
For a board game like Guess Who, taking a shot in the dark and looking to arrive at the right answer with the process of elimination is a good technique. For marketers however , the guessing game might not be the right way to go.
Misconception your buyer can manifest itself in many ways; maybe it is poor campaign performance, a rise in email unsubscribers due to irrelevant messaging, dwindling conversions from mis-targeted website duplicate, or it could be failing sales numbers due to unqualified leads plus a lack of effective coaching and sales enablement materials, and more.
If you’re experiencing any of these symptoms, do not worry! We’re here to help. Here are 5 signs which you may not know your B2B customer as well as you should.
- Make your B2B customers feel like the main character.
- Revisit and create updates to your buyer gentes.
- Stop counting on assumptions.
- Put yourself in the shoes of the buyers.
- Concentrate on the people, not the process.
1 . Your product is the protagonist of your story.
First things first – grab the nearest piece of marketing and advertising content – your last email campaign sent is a good place to start. Count how many moments you see the words “we” or “our. ” Next, rely how many times the word “you” or “yours” appears. Ideally, your copy is skewed towards the latter. But let’s take an even closer seem.
Is the copy focused on the following?
- Your solution
- The benefits of your remedy
- The popular features of your solution
Who is the real major character in the storyline of the piece of articles ? If it’s not the particular intended recipient, here’s a reality check: they don’t treatment. In the Nyc Times Customer Insight Research , researchers found which the #1 reason people talk about content online is to bring valuable content to others.
2 . Your buyer personas need some updating.
Alright, let’s become honest: when was the last time you conducted fresh new research to understand your customers? Is your team relying on information regarding customers that was created prior to Instagram was (10 yrs ago)? If the answer is yes, it’s probably time for you to revisit what is happening in the worlds of your buyers .
The pressures of business are constantly evolving — and fast. With industry segments (especially technology) shifting so quickly, understanding your buyers is never a once-and-done project. Even if you believe you know, I can promise you there’s still room regarding updates.
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Building your buyer personas gives your marketing strategy an even more personalized feel; making your own targeting and ability to create leads more effective.
3. There’s a donkey in the room.
Ok, so not a donkey – more specifically a good ass. Yes, I’m referencing the age-old saying “when you assume, you make an ass out of u and me. ”
Simply relying on presumptions can often lead to incorrect judgements or dangerous conclusions. When you’re creating marketing articles, product strategy, or sales playbooks (for example) do not make an ass out of you and me.
Possess some humility – admit that it’s possible you may be incorrect. It’s a relatively simple idea, but it can go a long way when you’re trying to do some course-correcting on any long-standing assumptions about your buyers.
Figure out where these assumptions came from in the first place. If the assumptions are coming from the very top of an organization, it might seem impossible to change them. Seek to apply as much data as is possible to assumptions to help confirm, or invalidate, ideas.
4. Your sympathy is… nonexistent.
Buyer persona innovator plus marketing strategist Tony Zambito strives for a more human centered approach to modern marketing and advertising. In a post about empathy in advertising , he writes:
“In the modern advertising world where content has become the dominant way we connect, empathy serves as a basis to stand above the overdosing flood of information experienced by customers and buyers. It needs us to understand the context of the goals and difficulties of our customers and purchasers. Have you taken the time to place yourselves in their shoes? Lived a day in their life, considered the challenges they face and the problems they seek to solve? ”
If the answer to these questions will be no… chances are you don’t know your buyer very well.
Forming a connection with the people you’re supplying is essential in B2B marketing and advertising. The video below does an excellent job of mapping away the journey of a customer, and how your relationships along with potential buyers is affected by that journey.
five. You’re focused more on the process than the people you’re selling to.
What’s on your own to-do list this week? This particular month? This quarter? I’m willing to bet as a marketing expert (and avid to-do lister), there are about a million items on that list.
A big one is most likely related to the process by which you launch campaigns, or the procedure for passing leads to sales, or the process of lead scoring. Enhancing the relationship among marketing and sales is an enormous challenge and another that sits at the top of many lists!
Switch your focus from your procedure, to your people. Make your own buyer initiatives the drivers for what you do.
Putting effort into this particular works, too! Recent information from SharpSpring tells us that 71% of companies that will exceed in both lead generation and revenue goals have recorded buyer personas.
Maybe you need a reality check….
We’re most of on the same team here, so consistent storytelling and messages across all channels needs to be at the core of every company. Do a couple of self-reflection and take a moment to actually understand your B2B clients like the back of your hand. Build upon that and generate an enjoyable experience for everyone included.