Using a clear target customer profile, you will be able to efficiently manage relevant leads in the B2B business. The target customer profile basically defines the target for marketing and sales. The more detailed you can describe your ideal target customer, the more likely you are to score.
From real to ideal customer
But what does a successful target customer profile look like for your B2B offer? In short, it describes your ideal costumer – a fictitious company, from which you benefit to the maximum because it receives maximum added value from your offer. With the following three questions you approach your target customer:
- What does the ideal customer bring to our company?
- What added value do we offer our ideal customer?
- Which characteristics unite real customers who successfully use our offer?
Step 1: Selecting Top Customers
Don’t answer these questions by taking a proverbial look into the crystal ball, but by taking a close look at your existing customers. Your 20 to 30 best! Start by identifying exactly the customers you benefit most from. The turnover you generate with these customers is of course a very important indicator. Depending on the growth strategy, however, potential for recommendations and multiplication, informative experience or other criteria can also be included.
Step 2: Talking to Top Customers
You know what you have from your customers – but do you also know the concrete value they generate from your solution? Probably not. So just ask for it! Talk to your selected Top customers in a second step and get an answer to the following question: “What do you pay for our solution and what does it bring you?”. For your most important customers, this outcome should be well above the investment.
A further advantage by the way: Your customers will also become fully aware of the value your offer has for their business.
Step 3: Exploring Top Customers
Find out everything you need to know about your selected Top customers. This naturally includes structural data such as turnover, number of employees, market position and others – but also details on the training background of key personnel, the purchasing process or recent personnel decisions. Any information can potentially become significant.
Step 4: Finding similarities
After you have thoroughly researched all of your selected Top customers, you start looking for similarities and patterns. What connects the companies that use your offer most successfully? At this point, the quality of your previous research is crucial: The more you know, the better you will be able to detect intersections.
Step 5: Combining similarities into a target customer profile
Your target customer is hidden in the intersection of your best current customers. Assign to your ideal customer the characteristics that connect your Top customers. If it helps you, or if you could often only identify partial intersections, then you should also weight and prioritize the respective properties. Provided that you have collected sufficient comprehensive data on your sample customers, an astonishingly comprehensive target customer profile will result.
Now: Learn from the customers you already have, which companies you should concentrate on in marketing and sales in the future. This enables you to identify relevant leads better, use them more efficiently and become more successful faster.
With Implisense Pro, you can conduct detailed research on your Top customers and find common features with just a few clicks. Simply upload the names of your Top customers, let our system calculate their common features based on hundreds of data points and automatically receive targeted customer recommendations that match your target customer profile.