What do you pay particular attention to when you create a target customer profile for your product or service? Probably to the right level of detail. If the target customer profile remains too vague, you are wasting valuable resources in marketing and sales. If, on the other hand, it is too small, you may limit yourself too much. But even with exactly the right depth, your target customer profile is not automatically practicable. It takes more to efficiently generate leads from it. In reality, a good target customer profile must meet three basic criteria:
- It must enable you to quickly identify a suitable interested party. The degree of detail referred to is of great importance for this.
- This means: In order for your employees in marketing and sales to work consistently with this profile, the description of your target customer must not leave any real scope for interpretation.
- You should characterize your target customer using characteristics that can actually be identified and qualified. The characteristics should therefore be suitable for sorting contacts according to them.
The worthless target customer: Accurate but not to be found
If you arbitrarily collect and summarize commonalities of your potential customers, there is a great danger of creating a typification that cannot be found in reality. Either because this combination of characteristics does not occur at all or because the characteristics cannot be mapped in a sorting system.
You have come to the conclusion that your target customer is a real estate owner between 30 and 45 years of age with a preference for table tennis, Heineken beer and green corduroy pants. Where will you find this person? And then how will you recognize each one? Especially if you let tools support you in your lead generation, which you have to feed with unique data.
Keep your target customer profile quantifiable
For your target customer profile to work both in theory and as a practical basis, it must therefore remain quantifiable. Each individual characteristic for itself as well as the totality of the characteristics in their common appearance. Because even the best characteristic is of no use to you if there is no suitable mechanism to differentiate leads according to it.
Measurable features for more power
If you succeed in developing a meaningful target customer profile based on quantifiable characteristics, tools such as Implisense Pro help you to identify corresponding companies – with minimal effort. From hundreds of data points, select the ones that are relevant for identifying your ideal target customer and get qualified leads generated automatically.
In a previous blog post, we told you how to approach your target customer profile based on your existing customers – and how to automate large parts of this process with Implisense Pro.
Avoid impractical target customer profiles and pay attention to the quantifiability of your essential characteristics in the future.