Market research is not only useful for creating products and services that meet customer needs, but also for finding and qualifying leads that are likely to buy from them. In this article, you will learn how market research can help you identify your ideal customer profile, segment your market, and tailor your sales pitch to each lead.
Market research is the process of gathering, analyzing, and interpreting information about your target market, customers, competitors, and industry. It can help you understand the size, trends, needs, preferences, and behaviors of your potential buyers, as well as the opportunities and challenges in your market. Market research can be done through various methods, such as surveys, interviews, focus groups, observations, and secondary data sources.
Think of market research as your buddy in sales. It's like having a map that shows you where the good customers are. By learning about what people need, you can spend time on the ones who really matter. It's a bit like checking out what the other players are doing to get better at your own game. And staying in the loop with the latest trends helps your product stay in tune with what customers like. Now, imagine these tools - Salesforce, HubSpot, and Pipedrive - as your trusty friends. They take all that research info and turn it into simple tricks for you. It's like having a cool kit that makes your job as a sales pro way easier. So, you're not just guessing which customers to chat with; you've got your tech buddies helping you out.
By understanding the needs and wants of the market you are targeting, whether that is job function related or company vertical. This gives you better insights into the relevant pain points and use cases, ensuring a more relevant and personalised conversation and messaging
El equipo de Market Research es clave para el equipo de ventas. Junto a los managers, van a ser los encargados de crear la mejor estrategia de ventas y filtrar los mejores leads en listas para que los SDRs tengan los mejores ratios de conversión posibles.
Lead qualification is the process of determining whether a prospect is a good fit for your product or service and has the interest, authority, budget, and timeline to make a purchase. This can help you prioritize your sales efforts, optimize your resources, and increase your conversion rates. Market research can help you qualify leads by defining an ideal customer profile, segmenting your market, and tailoring your sales pitch. Knowing your ideal customer profile will allow you to focus on leads that match your criteria and avoid wasting time on those that are not a good fit. Segmenting your market will enable you to create more personalized and relevant messages and offers for each group. Tailoring your sales pitch involves understanding the pain points, goals, motivations, and objections of your leads and addressing them in the pitch. It also involves identifying the best channels, formats, and timing to reach your leads as well as testing and refining the sales pitch based on feedback.
Es muy importante disponer de un equipo de Market Research para mejorar la calidad de los leads recibidos. Este equipo de SMR nos permitirá entender mejor nuestro pipeline de ventas. Ya que su trabajo se centra en calificar leads basados en ciertos criterios, como puede ser, sector/industria, zona geográfica, ingresos, interés en productos similares a los nuestros, en definitiva, nos ayuda a encontrar nuestro ICP en las bases de datos a las que tenemos acceso.
Conducting market research for lead qualification requires careful consideration of your goals, resources, and budget. To start, you should define your research objectives and questions in order to understand your market, customers, competitors, and industry. Then, select the right research methods and sources - consider the advantages and disadvantages of each method and source. After that, collect and analyze the data using the right tools and techniques to ensure validity, reliability, and accuracy. Finally, interpret and report your findings to answer your research questions and objectives. Presenting and communicating your findings to stakeholders and team members is also important.
Usando herramientas tales como LinkedIn Sales Navigator, Apollo, Lusha, Cognism. Filtrando en base a nuestro ICP para poder crear listas precisas de Leads y así ser mucho más precisos en la prospección. Creando reportes y listas, podremos ver de donde vienen la mayoría de nuestros leads y después de eso podremos crear búsquedas más precisas basadas en los resultados que tengamos.
Once you have conducted market research and gained valuable insights about your market and customers, you can use them to qualify leads in various ways. For example, you can score your leads based on how well they match your ICP and how likely they are to buy from you. Criteria such as industry, company size, location, role, budget, need, and behavior can be used to assign points to each lead and rank them according to their score. Additionally, lead segmentation based on characteristics and needs can be used to create different campaigns and strategies for each segment. Nurturing your leads based on their stage in the buyer's journey is also important; criteria such as awareness, interest, consideration, and decision can be used to determine the level of readiness and interest of each lead, providing them with relevant content and information to guide them through the sales funnel. Automation tools and software can be used to streamline these processes.
Creando listas basadas en interés de compra. Usando el CRM para establecer prioridades a los leads en base a su calidad. Usando tareas precisas en nuestro CRM que nos permitan tener un mejor seguimiento sobre el approach que realizamos con nuestros leads.
In order to evaluate the effectiveness and impact of market research on lead qualification, it is essential to measure and track the key metrics and indicators that reflect your goals and objectives. These include lead quality, which assesses how well your leads match your ICP and how likely they are to purchase from you; lead quantity, which gauges the number of leads generated through market research efforts; and lead engagement, which examines how much your leads interact with your market research activities and content. By measuring and tracking these metrics and indicators, you can pinpoint the strengths and weaknesses of your market research and lead qualification processes, allowing you to make necessary adjustments or improvements.
Teniendo en cuenta ciertos KPIs que nos ayuden a medir y mejorar nuestros resultados, recuerda, lo que no se puede medir no se puede mejorar.