How do you use customer profiles to design and test your products or services?

For a fully comprehensive understanding of your customers, think about incorporating engagement and technographic data. According to McKinsey & Company, one can predict a customer's purchasing behavior 40% more accurately by knowing their digital footprint and touchpoints. It's how they engage with your brand as well as who they are.

After all of the onboarding and administrative work involved on taking on a new client, the first step a marketing professional must take is to understand their ideal customer profile (ICP). Nothing affects the outcome of any B2B marketing campaign more than the detailed insights a well prepared ICP can give you. For my purposes and to avoid going too deep down the ICP rabbit hole, I prefer segmentation per service line or product by job title. This allows me a mechanism to filter my lead prospecting when building my target audience using Sales Navigator for example.

Marketing campaigns that are segmented yield 7 times higher open rates and 50% higher click-through rates on average. Consider the differences between young urbanites and rural families. Make sure that offers, channels, and messaging are appropriate for each group. Keep in mind the bakery that saw a huge surge in business after separating out its health-conscious clientele and introducing gluten-free doughnuts.

We start by collaborating with subject matter experts within our organization to identify key job titles best suited for pitching our services. This collaborative effort sets the stage for refining our target audience using Linkedin Sales Navigator. Through strategic filtering based on geo-location and specific companies, we effectively narrow down potential prospects. Furthermore, we dive into our CRM, leveraging AI-driven queries to gain deeper insights into customer preferences and behaviors. We inquire about its perception of our Ideal Customer Profile (ICP), extracting valuable characteristics defining our existing customers.

Go further into the motivations and feelings of your customers. carry out in-depth interviews, evaluate social media sentiment, and watch interactions in real life. Discover desires and needs that are hidden and only become apparent with a deeper understanding. This emotional intelligence powers genuinely unique goods and services that connect with your clients more deeply.

In B2B marketing for services, utilizing internal assets like field workers and engaging with SMEs are invaluable strategies for improving customer profiles. Field workers possess firsthand insights into customer behaviors, while SMEs provide nuanced perspectives on customer needs. Regular check-ins every 90 days ensure that the Ideal Customer Profile remains current and relevant, enhancing the effectiveness of target marketing efforts.

Leveraging AI technology to gain insights into your Ideal Customer Profile (ICP) is immensely valuable in today's data-driven landscape. For instance, I often export our CRM data and input it into AI allowing me to ask relevant questions about refining my ICP. Alternatively, I can ask AI to generate insights and offer its perspective on my ICP, streamlining the process and enhancing accuracy.