Welcome to Step 04. Want to jump back to our full 11 step Business Growth process?
Accelerate the sales process by better meeting the needs of your Ideal customers by researching and creating a semi-fictional representation of your Ideal customer based on facts. As a HubSpot Certified Partner, we see this step and one of the most critical. You can waste a lot of time guessing so why not take the time to understand who your Ideal customers and usually they’ll tell you how they want to be sold to.
If you’re in a B2B organisation, your ideal customer profile will be at the company level. If you’re in a B2C organisation, it will be based on a particular market segment. Regardless of what space you’re in, here are some questions that should help jump-start the conversation between marketing and ales:
We’ll create one persona for each of your different decision makers. For example, if you’re a fire extinguisher manufacturer and your Ideal customer is a vehicle manufacturer, you will have different personas for 1) Chief engineer, 2) Purchaser, and so on.
For each persona we’ll survey 15 customers (this helps you get 80% to 90% of all insights)
And we’ll ask them questions about:
The last step of your Ideal customer research is to uncover the job they’re hiring your product or service to do. This is different to your persona research so at this stage we take a workshop approach to piece together the ‘story’ that summarises your decision makers in relation to purchasing your products and services. The questions we consider at this stage are:
If you’re using HubSpot Marketing, we’ll add your persona details into the Personas tool to help track sales performance with your different decision makers.
Then, we’ll check your personas every 6-months, or sooner if required, to make sure the information is fact based and to continually evolve your Ideal customer research as your business grows.
Once your Ideal customer research is complete, we follow the agile approach of 1) theory, 2) action, 3) outcome, 4) learn...