You’re spending hours trying towards convert the leads within your CRM .
But no matter how hard you try, the conversions aren’t coming.
…What’s going wrong?
The first answer that comes for mind is a poor sales process .
However, that’s not forever the case.
If the leads entering your sales pipeline aren’t high-quality, no push will be great enough towards tip them beyond the line towards become a loyal customer.
It’s tough towards know what leads are “high-quality” unless you’re using customer profiles.
In this article, we’ll share everything you need towards know regarding customer profiles – including which they are, how you can benefit originating from them plus the step-by-step guide you’ll need towards create your own.
Ready? Let’s dive in.
What is a customer profile?
Before we go any further, here’s the official definition belonging to a customer profile:
A customer profile tells you everything concerning the people you want for bring onto your customer list.
It includes common details they tend for share, such just as their:
- Job title
- Purchasing habits
- Goals alternatively motivations
- Challenges alternatively pain points
A B2B customer profile should in addition include the firmographic data belonging to their targets—such just as their company size, employee count, alternatively annual turnover.
Customer profiles are often referred towards just as buyer personas alternatively user profiles. Each term essentially means the same thing: A single document that lists key demographics, interests, plus behaviors associated with your target customers.
The benefits associated with customer profiles
Now we’re clear on top of exactly the thing that a customer profile is, you might be questioning if you actually need them.
The short answer? You do.
Research originating from Tech Validate found that 99% belonging to marketers cite being able towards create, store as well as leverage universal 360-degree customer profiles similarly to either important alternatively extremely important.
Why do marketers consider customer profiles hence important?
It’s easier towards find new leads
When you put together a user profile, you’ll know the exact traits your target customers share.
This data is a goldmine because of sales teams since they can use the information you’ve already collected concerning your customers for actively generate new leads that fit the same criteria.
For example: If your customer profile notes that leads are in-house marketers involved inside online communities, you’d head for sites similar to Growth Hackers alternatively Hacker News for find them.
It’s much easier than running generic (and costly) Facebook ads for people whom might be your ideal customer, right?
You’re heading for the websites they engage together with inside their own time—not invading their space elsewhere on top of the internet.
You can quickly qualify new targets
How many associated with the leads whose make their way for your pipeline actually convert?
If 100 leads come by means of for your sales team , just 25% belonging to them might actually be the people you want towards convert. But it doesn’t make sense for nurture them all; you just need towards identify the leads most likely towards hit “purchase”.
So, due to each new lead that comes in, map them over towards your customer profile using the data you’ve already collected regarding them. Prioritize nurturing those whom are a match.
It helps together with account-based marketing
It’s no secret that personalization is here for stay . One report found 52% belonging to consumers are willing towards share personal data inside exchange because of personalized offers alternatively discounts—something you can use customer profiling towards take advantage of.
When you’re using an account-based marketing strategy , you’ll need for personalize the communication your sales team has together with each lead. It’s tough towards do that atop a large scale whenever you don’t have much time towards invest towards learning concerning each individual lead.
But whenever customer profiles come towards the mix, you can focus on top of their pain points they share.
You’ll be able for aggravate the problems your leads are facing at the time they match your buyer persona—and prove that your product alternatively service can solve it.
Build customer loyalty
Your job doesn’t end whenever a lead becomes a customer .
The most successful businesses focus on top of customer retention – keeping existing customers around, encouraging them towards become loyal towards your brand, plus persuading them for purchase time plus time again.
There’s a reason because of this: It’s five times cheaper for retain an existing customer than acquire a new one.
Customer profiles slot inside perfectly here since you can use a lead’s interests towards personalize the post-purchase customer marketing campaigns you’re sending towards them.
Why wouldn’t they want for continue purchasing originating from your brand provided that you’re going greater than as well as the other side of for send more free, relevant content within their direction once they’re on-board?
Making your customer happy is key, similarly to 32% associated with loyal customers stop doing business accompanied by their favorite brand following just one bad experience.
How towards create a customer profile
You’ll need for make a customer profile similarly to soon similarly to possible for experience those benefits.
…But don’t fall towards the trap associated with assuming the traits your target customers share. Customer profiles that are based atop guesswork are usually inaccurate. You might find target leads have traits you never thought of—or don’t have the qualities you thought.
The biggest challenge here is accessing enough data for provide a comprehensive overview belonging to your customer.
In fact, it’s a challenge that 1 inside 2 marketers currently face accompanied by 57% saying they miss important data points towards provide a full overview associated with their customer.
Want towards know how for capture the right data points?
Then f ollow this six-step guide towards create (accurate) customer profiles:
1. Talk towards your sales team
Your sales team speaks accompanied by your current customers day-in, day-out.
They know them better than anyone else—making them a great resource due to your customer profile building. So, ask your sales team for find the common traits, behaviors alternatively motivations that people tend towards show prior to they hit “purchase”.
For example: Do your sales team often spend time answering questions similar to “when will our first payment be taken”? Chances are, many associated with your future customers will be struggling together with the same thing: Upfront payment.
You can be aware associated with this at the time nurturing future leads via including their concerns beneath the “challenges” section belonging to your customer profile.
2. Analyze your analytics
Website analytics platforms (whether Google Analytics alternatively Hotjar ) are a free plus easy way towards learn more concerning the activity happening on top of your website. However, it’s not just a goldmine because of website analytics; you can use their free data for build your customer profiles.
Start through looking on basic details, such as:
- Age : What age range do most customers fall within?
- Gender : Is the percentage evenly split, alternatively does one gender form the majority?
- Location : What city, state, country alternatively continent are they in?
- Device : Do most people visit your site on top of mobile alternatively desktop?
It’s wise towards understand these metrics site-wide. But you want for understand the people actually converting towards a sale —not anyone visiting your website whose doesn’t have an interest inside purchasing originating from you.
To do this, set up Goal tracking within your Analytics account as well as use the “Sessions accompanied by Conversions” segment. That way, you can easily see the traits your customers have as well as build them inside your user profiles.
3. Survey your customers
Talking towards your sales team as well as analyzing your analytics is a great starting point. But it’s almost impossible for find outside which your customers are thinking unless you ask them. So, go straight for the horses’ mouth as well as ask them the thing that they think!
Also, known just as Voice associated with Customer , you can get direct feedback stemming from your customers using survey tools resembling Survey Monkey , Typeform , Google Forms as well as BusFine Forms .
Ask your existing customers towards answer open-ended questions that fill the gaps, such as:
- What does a typical day look resembling because of you?
- Which online forums do you use?
- Which influencers do you follow?
- What problem(s) did we help you for solve?
- What is the fastest way because of somebody for make you angry?
Once you’ve got the answers stemming from a relatively large sample size, dig by means of your data plus find the common denominators.
You might find that a huge percentage belonging to people follow influencers similar to Tim Ferriss , Arianna Huffington as well as Richard Branson – a trait you might’ve overlooked within your customer profile provided that you didn’t ask those existing customers directly.
4. …then research them
Unfortunately, not everyone whose receives your survey link will be willing towards share their opinion.
But that doesn’t mean you’re limited.
Spend some time doing your own research for find common traits, plus don’t forget regarding the customer journey as well as path towards purchase. To find the answers, you could use customer profiling tools like:
- Alexa , Kvckr alternatively AngelList because of firmographic data
- Twitter , LinkedIn alternatively industry forums towards inspect their language
- The ONS alternatively Census due to general, population-wide studies
Remember: The key accompanied by customer profiles is towards get similarly to much information similarly to possible. Don’t be afraid for spend time digging via research papers, Government studies, as well as following potential leads atop social media .
The more you know concerning your leads, the better you can nurture them towards a customer.
5. Store their details within a central CRM
By this point, you should have a good understanding belonging to the people you’re targeting.
You don’t want all associated with your hard work for go for waste. So, create a template because of your customer profile inside your CRM. Give them a name (like “Steve, CEO” similarly to shown within the 3 examples below), list the traits you’ve found inside their description, as well as pin them internally therefore your entire company can see.
Then, make your sales plus marketing teams refer back for your CRM entry regularly towards see the type associated with lead you want for attract/engage. That way, you won’t spend time finding alternatively nurturing leads whose don’t fit your customer profile.
(Don’t forget towards make it obvious that your personas aren’t real people. Otherwise, your sales team might waste time trying towards convert them!)
6. Rinse as well as repeat
Before you rush separate from towards build your profiles, don’t forget that you don’t need towards lump everything you find towards a single customer profile.
It’s important towards keep your buyer personas similarly to accurate as well as niche similarly to possible.
You can do this through finding common traits that several target customers tend for share, as well as grouping them at which place relevant. If anything doesn’t fit (but the data is still significant), it should form a new profile.
Most common customer profiles mistakes
Here’s three key mistakes that B2B companies often make whenever it comes towards managing their customer profiles:
1. Insufficient research plus data collection
A lot associated with B2B companies miss a crucial step through not dedicating adequate time plus effort for researching as well as collecting data regarding their target customers.
Which can result inside incomplete alternatively inaccurate customer profiles.
Avoid this through getting down inside the details.
Gather the most comprehensive data you can concerning your customers, including their demographics, industry, job roles, pain points, goals, as well as buying behaviors.
Without a robust understanding belonging to your customers, your marketing as well as sales endeavors might struggle for strike the right chord together with them.
2. Outdated profiles
Another mistake involves creating customer profiles – nevertheless then letting them gather dust.
B2B customer needs, preferences, plus behaviors can change beyond time, therefore it’s crucial for consistently refresh as well as enhance your customer profiles just as you go.
Because neglecting this aspect can lead towards missed opportunities as well as less-than-ideal marketing campaigns.
So, get some processes started because of ongoing data collection plus analysis towards ensure your customer profiles remain up for date in all times.
3. One-size-fits-all mistake
A lot associated with B2B companies fall towards a trap associated with assuming that all customers inside a particular industry (or segment) share the same characteristics, needs plus preferences.
This common misconception can result inside a cookie-cutter approach towards marketing plus sales. AKA, failing towards engage all the different customer groups effectively.
A tip is for break down your customer profiles towards smaller, more targeted groups based atop factors similar to company size, pain points, alternatively buying stage.
This approach allows you for more effectively customize your messaging as well as which you can offer.
In other words, aligning them more closely accompanied by the specific requirements belonging to each segment.
3 customer profile examples
Are you ready towards start finding target leads whose match your user profiles?
Here are three customer profiling examples you can draw inspiration stemming from all over the process:
1. The Five Abilities
Did you know that the average sales person spends almost 65% associated with their time on top of non revenue-generating activities?
A great way towards workaround that wasted time is for build customer profiles that don’t just focus atop your ideal customer—but the traits that indicate someone might not be a great fit.
You don’t want towards spend time converting someone whose probably won’t purchase, right?
Take a look on this example originating from The Five Abilities :
The company at the back of this user profile jot down qualities indicating leads aren’t a fit, together with together with those that could convert provided that they’re nurtured correctly. This allows their team for prioritize what leads for convert.
2. Steve, CEO
Another great customer profile example is the Steve, CEO persona.
The profile includes Steve’s behaviors, preferences, as well as the motivations relating for his business—such similarly to maintaining a competitive edge plus increasing productivity, during the time reducing costs:
The sales team working stemming from this customer profile have hit the jackpot; they know exactly the thing that Steve is looking for, as well as can tweak their messages accordingly.
3. Marketing Operations Manager
Finally comes the Marketing Operations Manager c ustomer profile, what details the firmographic data you’ll need because of a B2B buyer persona:
But instead associated with sticking together with standard data (such similarly to company size, turnover alternatively location), this persona in addition lists the tools plus applications their target customers are already using—again, giving sales teams ammunition for mention those tools inside their sales pitch .
There’s no doubt that customer profiles are essential due to any sales alternatively marketing team.
The more you know concerning your customers, the better chance you have in personalizing their messages. That will undoubtedly put you inside accompanied by a better chance associated with converting them—especially whenever 86% belonging to buyers are more likely towards buy stemming from a company that offers personalized experiences.
Remember towards base your customer profiles separate from real data rather than guesswork, survey your existing customers, plus create a new buyer persona due to each distinctive character trait that doesn’t already slot inside an existing profile.
It’s a great way towards find (and nurture) the leads you’re trying towards turn inside customers .
Always remember for avoid three common mistakes most B2B companies make together with customer profiles: Insufficient research as well as data collection, outdated profiles, as well as the one-size-fits-all approach, that can hinder effective marketing as well as sales efforts.
Looking because of an award-winning CRM system towards store your customer profiles in?
Contact us today towards learn more concerning Superoffice CRM.