Dun & Bradstreet, the leading global provider of B2B data, insights and AI-driven platforms, helps organizations around the world grow and thrive. Dun & Bradstreet’s Data Cloud, which comprises of 455M+ records, fuels solutions and delivers insights that empower customers to grow revenue, increase margins, build stronger relationships, and help stay compliant – even in changing times.
Whether you are a business owner or a sales and marketing professional, you want to win customers for your organisation, and fast! This takes some planning as a prerequisite. Then, there is the part about the precise implementation of those plans.
While plans vary by industry and target audience, some actionable insights can help achieve marketing goals effectively.
To get customers that will sign on the dotted line, you have to first reach the right customers whose needs and preferences align with what you have to offer. This entails having a well-constructed customer persona. That is to say that you must be well-versed with your buyers’ demographics, interests, pain points, and buying behaviours. Understand your customers at a granular level so as to create targeted messaging that directly addresses their needs.
Identifying Customer Behaviour is the Key
As Steve Jobs once said, "Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves."
Remember, rarely do buyers just buy. Their buying decisions go through a number of hoops. Just one of these hoops is enough to result in a 'no sale'.
Hence, it is necessary to analyse, track and aid customer behaviour at every stage of their buying journey. Leverage data from B2B data providers to gain insights into what motivates potential buyers at each stage of their journey. Use website analytics to identify high-intent visitors. Engage them through personalised retargeting advertisements. Send proactive chat invitations, offer assistance and steer customers towards completing a purchase.
Marketing guru Seth Godin puts it succinctly. "Don't find customers for your products, find products for your customers", he advises.
It is imperative to segregate different types of customers to find the right products for the right customers. Effective segmentation enables businesses to understand the specific pain points of different customer segments and address their needs more effectively, resulting in higher conversion rates. This is in line with what Philip Kotler, the father of modern marketing, said, "There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market."
CRM Software and Marketing Automation Platforms to the Rescue
Business data from data management solutions can be incredibly helpful in this context. Employ marketing automation tools to streamline your segmentation efforts. Tools like CRM software, marketing automation platforms, global financial data providers, and analytics tools can help streamline processes, automate tasks, and provide valuable insights. Automate the process of sending personalised emails, creating dynamic landing pages, and delivering relevant content based on each segment's preferences and behaviours.
Personalised communication can open doors for one-on-one conversations. Conversational marketing helps businesses build trust, and establish meaningful connections with buyers by providing instant support, personalised recommendations, and timely information.
Practical Tip: Implement chatbots on your website to provide instant support and capture leads. Program them to ask intelligent questions. Teach them to qualify prospects, and to connect the prospects with the appropriate sales representatives when necessary.
To effectively engage with your customer base, businesses should consider leveraging the influence of social media personalities. This strategy is a powerful tool for establishing trust and credibility among your audience. Provide these influencers with early access to your latest products or services and invite them to key industry events. Forge partnerships that are advantageous for both parties, enhancing your brand's exposure. Work collaboratively to produce genuine content, endorsements, or demonstrations that highlight the benefits of your products or services. This approach not only amplifies your brand's reach but also adds a layer of authenticity to your marketing efforts.
Fostering Trust while Building Value
Ultimately, it's all about building trustworthy relationships with your customers. It's essential to offer value to customers and remain accessible when they are prepared to make a purchase.
"If people like you, they'll listen to you, but if they trust you, they'll do business with you." These wise words of Zig Ziglar, the renowned author and motivational speaker, ring most true.