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Blog post By Paula Chiocchi on 2016-02-03
As a B2B marketer, do you (honestly) know who your customers are? If you’re able to state this answer simply, absolutely and succinctly, congratulations. You are well on your way to gathering new ones. If you’re not able to do so, don’t sweat it. You’re not alone.
Often when I ask this question to my prospective clients, I sometimes get uncertainty, disagreement, or vague, all-encompassing answers such as, “we have a wide variety of different customers.” While this answer may in fact be true, perhaps the better question to be asking is “do you know the different types of customers you have?”
The reality is that your customers might include myriad internal decision makers, influencers and end users. But in the interest of getting more customers, it’s important to understand all the players involved in procuring your product or service, starting with these three groups:
B2B marketers should invest the time to accurately identify these three different customer types for their particular product or service before creating any messaging or engaging in any marketing campaigns. If not, the messaging might miss the mark, or be hazy or unfocused if trying to reach all of them at once. All of this said, in some smaller customer companies, and depending on the product or service, the purchaser and user may be the same person – and may even be the supporter as well.
The bottom line is that it’s important to understand the buying processes that are specific to your customers. Talk to your sales and support executives and even to your existing customers to learn how they went through their buying journey, and the myriad players involved.
If nothing else, gaining insight into the needs and roles of these three customer types will help you create more focused and compelling messages, which will ultimately lead to more sales and more satisfied customers.
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