Everyone thinks they know what their customer’s buyer journey looks like, but have you ever tested this? Is the buyer journey the same offline and online and have you ever asked your customers?
In 2018, really start creating personas and defining your buyer journeys. Talk to your current customers, but also to 'non-customers' who do fall into your target group. Why are they not your customers? Don't be afraid of feedback, but try to understand how the customer thinks and how he comes to a decision. Then make sure that you are visible and present in every phase.
In 2018, really start creating personas and defining your buyer journeys.
3. Use UBRs. What?!?
Do you set up your marketing based on UBRs? “No, I don’t think so,” is usually the answer. But what does it actually mean? When we ask: “Do you set up your marketing based on USPs?” the answer is usually: “Yes, of course.” But what is the difference?
UBR's: Unique buying reasons
Start by putting your customer first and think from his or her perspective. USPs could be: ordered before 22:00, delivered tomorrow. Or 20,000 products in stock and always advice from a specialist in the field.
As a company, you may find this important and distinctive, but are these also the reasons why your customer buys from you? Perhaps the customer buys because you always give personal kuwait whatsapp number attention or use a flexible payment term? Ever asked? And what else: don't your competitors have all these USPs? A USP is only a USP if you distinguish yourself from your competitors and can gain a competitive advantage. Therefore, put on the customer's hat and try to understand from the customer's perspective why the customer becomes a customer somewhere and what distinguishes you from the competition.
4. Kick the budget ghost out the door
Stop thinking in terms of budgets. Start thinking in terms of objectives and create business cases.
The budget ghost
A budget is something magical. Why? Because it always goes up in smoke. And once the budget has gone up in smoke, we take stock. Was it a good year and will we get more budget next year or will we achieve a higher target with the same budget?
As a B2B entrepreneur, a business case is more useful to you. How many euros do I put into something? And does it yield at least more euros in the end than I put into it? Always set clear objectives based on KPIs that are alive in the organization and then translate these into targets based on CPL ( cost per lead ) or CPO ( cost per order ).