Discovering Hidden Agendas with Marketing Automation

Discovering Hidden Agendas with Marketing AutomationPeople buy based on specific personal agendas and interests.  In order to sell to such people, you need to know what their personal interests are, what drives them…. and ultimately speak to their personal needs. Kevin Allen, Founder of Planet Jockey, said he was “one of the best pitch guys in the industry” because he could “sense what was in the heart of my [his] buyer”, as discussed in this video. In Kevin’s book, The Hidden Agenda: A Proven Way to Win Business and Create a Following, he talks about understanding the buyer and their needs to create a connection that assures a mutual win. The good news is that your company can discover hidden agendas with marketing automation.

Lead Liaison’s Revenue Generation Software® provides you unique insight into your customer’s hidden agenda at every stage of the process.   We help you to identify a prospect and their personal demonstrated interests in your product (even factors that they will not tell you about).  For example, Lead Liaison gives our clients insights into which topics on your website or video that a prospect showed interest in.  We tell you how deep their interest was (for example, how much of your video they watched), we will even let you know what time of day they tend to care about you the most!

Let’s take the concept of discovering hidden agendas with marketing automation a bit further. We then expand this search to a very granular personal level by spidering 110 social media sites to learn about that person’s interests and motivations.  We identify keywords that are important to them, and give you access to their public social media profiles (linkedin, facebook, etc).    Our platform is the technological arm of “The Hidden Agenda” concept.

Customer Profiling for Deeper Advertising

Customer Profiling for Deeper AdvertisingIf you’re not profiling customers, you could be missing out on valuable information that will help deepen your sales funnel and ensure repeat customers. Customer profiling isn’t all about lumping your customers into a category-it’s a way to understand what your customers are thinking or hoping to buy so that you can develop customized marketing assets that increase your appeal.

Many businesses pass over customer profiling because they throw a wide net when they begin their marketing, then never really pay attention to who is responding or buying over time. Because of this, businesses that are profiling their customers could be missing out on a brand new market and increased sales.

Customer Profiling: The Basics

Your first step to successful profiling is to get acquainted with certain information about your target customer. Compare this information with the demographics of the people who are currently buying from you. For most businesses, there may even be a secondary set of demographic information you can analyze to identify another subset of customers you can target.

When profiling customers, take a look at some of this information to determine who your target customer is and how you can mix up your marketing efforts.

Age. This doesn’t have to be strict – for instance, ‘the average range of your customer is 54 years old’ – rather, it’s more important to identify your customer based on a range of different ages, then market to the ranges saving yourself some time and effort.

Income. If you’re selling things your target audience member can’t afford to buy, you’re wasting time and advertising dollars. Determining what your average customer makes and how to target your customer based on that information is crucial to a successful marketing campaign.

Ethnicity. People from different ethnic groups often use different products and have different retail needs.

Geotargeting. With all the specific geo-targeted marketing possible in the digital world, it makes sense to know where your customers are coming from. For instance, if you run a national advertising campaign and most of your customers happen to be from Wisconsin, it makes sense to do some specialized advertising to your target customers in that particular state.

Making a Plan

Marketing to your target audience is really only possible if you know that audience. Customer profiling will allow you to get a look at your average customer and determine whether or not that person is getting the kind of advertising they need to buy your products more quickly.

If you don’t have any idea who your average customer is, deep analytics data may give you some insight you never thought possible. Lead Liaison’s marketing automation dashboards are sophisticated while retaining the user friendliness average business owners need to succeed. Talk to us about a consult today!

Five Steps to Creating an Effective Customer Profile for Lead Scoring

Five steps to creating an effective customer profile for lead scoringLead scoring can save a company significant time and money if scoring is done based on an accurate and effective customer profile. The first step in every lead scoring initiative is to create a profile that captures your ideal lead. This is the benchmark all future leads will be ranked against.

These are six simple steps to creating an effective customer profile for lead scoring:

1.       Create a detailed description of existing customers

Hopefully there is already a detailed account of your existing customer’s characteristics, but if not there should be. Describe their demographics, personality, and behavior as it relates to your products or services.

2.       Locate your customers online

This is where you analyze exactly which websites and pages customers have visited in search of information about your business, product, or services. Determine the kinds of searches (keywords and keyword phrases) they are using, as well as what types of articles they are reading to gain further insight into their purchases.

3.       Define their purchasing process

There is a different purchasing process for every product or service. Expensive or complicated purchases usually involve significantly more research, quotes, and time before a commitment is made. Put yourself in the shoes of a typical buyer who is in need of your product or service. Record the steps they would take before you feel confident in making an informed decision. These steps would all be considered strong criteria for an effective customer profile.

4.       Survey current customers

Existing customers are invaluable resources. There is a specific reason why they chose to deal with a particular business and it is important to understand the thought process that brought them to that point. Ask current customers why they first bought and why they continue to buy.

5.       Develop a customer profile and corresponding criteria

Using the information gathered in step 1-4 to create a list of the characteristics that make up an ideal customer. What is the demographic background of a typical customer, what steps did they first take in their buying process, and what inspired them to make a purchase. Include everything that could possible impact their decision.

6.       Rank each criteria based on relevance

Some factors in the customer profile will have more weight than others. If a potential lead has downloaded a relevant tutorial on a product or service, it will have more significance then just clicking on the home page. A lead who attends a local event in person would most likely have a higher ranking than both of the previous criteria. Ranking should be aimed at discovering which leads have invested the most time and effort into researching a product or service.

Contact Lead Liaison to learn more about our unparalleled lead qualification capabilities including lead scoring, lead grading, a hot lead dashboard – called Briefcase, and more!

An effective customer profile is the basis for reliable lead scoring. By following the six steps outlined in this article, the end result should be an accurate and detailed description that captures your ideal lead.  That priceless information can help the marketing team develop more personalize content, prioritize leads for the sales department, and nurture a stronger relationships with new customers.