Identifying your Target Audience: How to Define and Maximize It

contact@getsimpledata.com
IDENTIFYING AND MAXIMIZING THE POTENTIAL OF YOUR MOST VALUABLE
CLIENTS
SIMPLEDATA
COMPREHENSIVE SALES AUTOMATION PLATFORM

http://getsimpledata.com contact@getsimpledata.com
SCIENTIFICALLYIDENTIFYINGYOURTARGETAUDIENCE
EFFECTIVELY IDENTIFYING YOUR TARGET AUDIENCE
 Prior to launching a B2B lead gen campaign, its critical that you
identify and target the ideal audience; this is key to building a
solid sales and marketing foundation for any business.
 Random targeting can lead to a waste of time and money.
 Companies that target everyone tend to lose the competitive
edge.
 Targeting a particular audience does not translate to excluding
those who do not meet a given criteria.
 The target market can be broken down into multiple segments.
This process typically comes before targeting.
 Besides income, company size and type, there are many other
ways to segment the market.
 Besides income, company size and type, there are many other
ways to segment the market. Behavioral and psychographic
characteristics like usage rate and interest also play an important
role.

THERFMMETHOD
THE RFM METHOD
The RFM method is the best way to examine customer value. The
approach is primarily used in direct and database marketing.
The following information can be gleaned from your sales data:
 Recency -- When last did the customer buy from you?
 Frequency -- How often does the customer buy?
 Monetary Value -- How much do they spend?
 You can use the data to create a customer profile table listing the
purchase value, data of purchase and customer name.
 Marketers use different methodologies to understand customer
behavior and value.
 One approach is to assign a scale of 1 to 10 while another creates
categories for all applicable attributes.
 Click here to learn more about proper RFM implementation.

PURCHASINGTRIGGERS
PURCHASING TRIGGERS
 Triggers create a need for a particular service or product.
 The event generally leads to an active search for the ideal product or service.
The need also generates a sense of urgency.
 A company that scales operations may have to update some of its
equipment among other things.
 A detailed understanding of these triggers allows you to tailor marketing
messages and recognize your target audience.
 Purchasing triggers will vary by industry, but here are a few common
psychological ones:
 Human behavior: avoid pain and gain pleasure/success
 Simplify you solution: “law of the least” people were gravitate towards the
least demanding solution.
 Make your purchase as simple as possible.
 Build anticipation: build publicity for your new enhancements and releases
 Social proof: promote how others are benefitting from your solution. As is
common knowledge, social media marketing is a key cog in any outbound
marketing campaign.
 Create references
 Click here to learn more about purchasing triggers.

PURCHASINGTRIGGERS
PURCHASING TRIGGERS
 Match the platform to your
business objective and
industry
 Attribution
 Experiment and learn from
failures

REALORPERCEIVEDGAPBETWEENCURRENTORPERCEIVED
SOLUTION
UNCOVERING CUSTOMER PAIN POINTS
 Customer's pain is caused by a perceived or real gap between
current circumstances and the desire for an improvement or
solution.
 As a sales professional, it is your responsibility to close the gap.
 Your ability to identify and eliminate multiple or larger customer
pain points creates sound opportunities to convert a prospect
and retain them as a paying client.
 Below are a few examples that may seem a bit obvious, but
valuable nonetheless:
 Open-ended questions
 Listen
 Verbalize that you understand their business
 Provide references
 Probe for their pain

THEANSWERISALWAYSCONTENTMARKETING
CREATE DEMAND VIA CONTENT MARKETING
 Content marketing plays a vital role when it comes to creating
demand.
 It helps you improve brand awareness and increase lead
generation.
 When properly implemented, this approach builds credibility with
both existing customers and prospects.
 Achieves this objective by providing relevant information that
resonates with the target audience's needs.
 For your content marketing campaigns to succeed, you must do
the following:
 Read industry blogs
 Subscribe to your competitor's newsletters
 Understand your buyers
 Identify key stages of your buying cycle
 Keep track of customer's questions and service needs

ITSALWAYSABOUTCONTENT
CONTENT MARKETING
 High quality
 Frequently updated
 ¼ of marketing budget spent on
content
 Companies with blogs receive
97% more leads than those that
don’t
 Reason to stay
 Bounce rate
 Time on site
 Number of pages
 Reason to come back
 Tips
 “Speak” to the customers
 Focus on solving specific
problem
 Be unforgettable

SALESFUNNELSFROMLANDINGPAGES
SALES FUNNELS FROM LANDING PAGES
 Sales funnels can be created using a wide variety of landing pages,
including webinar pages, social media pages, free demo pages and
more.
 This approach requires testing to identify the ideal landing page
for your sales funnel.
 One way to create a sales funnel involves retargeting lost traffic.
 With this method, you implement a code into the landing page
that identifies and triggers a specific engagement. For instance,
you can use a retargeting advertisement.
 Meanwhile, experts recommend segmenting visitors based on
traffic source.
 You can also take advantage of landing page form data, such as zip
codes, email addresses and names.

SALESFUNNELSFROMLANDINGPAGES
SALES FUNNELS FROM LANDING PAGES
 Collect leads
 Automate lead distribution
 Monitor productivity
 Automatically assign leads to
various drip marketing
campaigns
 Lead scoring
 Track

MAXIMIZINGLEADVALUETHROUGHSALESAUTOMATION
MAXIMIZING LEAD VALUE THROUGH SALES AUTOMATION
 Sales automation provides a viable way to eliminate time-consuming
tasks. The systems help ensure that your organization does not miss out
on any opportunities.
 Automated tools allow you to carry out more accurate forecasting based
on orders, quotes and opportunities. In addition, they enable you to
prioritize sales tasks based on rank assignment.
 This ensures that sales staff focuses on the highest quality leads.
 Cross and up-selling is drastically improved due to better
understanding of buyer persona, order history, demographics and
other key metrics.
 One of the primary functions of most sales automation platforms is lead
nurturing.
 Lead nurturing is the process of providing continued education to
your prospects and clients so that they can be confident and remain
confident in the tools and services that you provide.
 Sales managers can lead the team more effectively because they have
access to each sales representative's performance details, including
sales figures, opportunities and customer contact stats. This information
allows managers to identify areas of weakness and provide guidance.

MUCHOBLIGED
THANK YOU
Thank you
Matt Haag
SimpleData
http://getsimpledata.com
contact@getsimpledata.com

Identifying your Target Audience: How to Define and Maximize It

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