The True Value of Customer Data 

You’ve already spent countless hours trying to convert your leads in your CRM suite. Yet, no matter how often you switch your approach and tactics, you still aren’t seeing the conversions you want. 

What seems to be the problem? 

One of the most probable reasons for this is having a flawed sales process that results in a substandard user experience (UX). According to a study by Nielsen Norman Group, ecommerce websites lost nearly half of their potential sales due to bad website design. 

Nevertheless, this isn’t always the case for companies. 

Despite seeing high traffic to your sales pipelines, low-quality leads won’t convert into paying customers. Effectively identifying high-quality leads is practically impossible without the right customer profiles. 

Customer profiles are essential in building trust and loyalty among your consumers. 

What Is a Customer Profile?

A custom profile consists of all the details you need about the target audience you wish to convert into customers. It often lists the most common information that they share, such as their: 

  • Age 
  • Job title 
  • Income 
  • Location 
  • Hobbies 
  • Pain points 
  • Purchasing habits 
  • Motivations 

Every business customer profile should also have the firmographic information of it’s targets. These details should include the company’s size, how many employees it has, and how much annual revenue it generates. 

Many people refer to customer profiles as buyer personas, which has the same meaning: a document that lists the key details about the target customers. 

What Are the Benefits of Customer Profiles? 

Now that you’re familiar with a customer profile, you might wonder if you need to leverage them for your business. The short answer is yes, you do. 

Many marketers today believe that using customer profiles is essential. Therefore, you may want to consider incorporating them into your process for the following reasons:  

  • Finding leads becomes easier: Putting together user experience profiles lets you know your target audience’s exact traits. Such information is valuable, especially for sales teams, as they can utilize this data to generate new leads. 
  • Quickly qualify new targets: It’s not sensible to nurture all of your leads, particularly when only ¼ of them will convert Instead, mapping them to your customer profiles can help you focus on nurturing those who are an ideal match. 
  • It develops customer loyalty: Successful companies prioritize retaining consumers because this is simply a more cost-effective approach. Customer profiles make a perfect fit here because they allow you to personalize post-purchase marketing campaigns based on their interests. 
  • It works with account-based marketing: We’re now in the age of personalization. According to a report from Accenture, 75% of consumers will likely purchase from retailers that recognize them by name, give recommendations based on previous purchases, or are aware of their purchase history. Account-based marketing strategies could benefit from using customer profiles as it allows marketers to aggravate pain points while proving why their product or service can help solve them. 

How To Leverage Your Customer Profiles to Build Loyalty 

It’s time to start leveraging that ideal customer profile after researching and developing it. Consider these examples to develop loyalty and trust using your customer profiles: 

Demand Generation and Marketing 

Customer profiles can benefit your inbound lead generation, no matter your chosen approach. Having a strong sales funnel at the top is especially important.  

You can use these buyer personas as a guide for your sponsored social media posts, helping ensure that you’re targeting the right audience. Likewise, you can use your customer profiles as frameworks for your paid advertisements or retargeting campaigns. 

Make sure you do a privacy test on your initial hypothesis and stick with what actually works. Guesswork won’t benefit you here. To ensure these tests are accurate, you must use real-life data.  

Using Customer Profiles for Content Marketing 

Regarding your content marketing strategy, possessing refined customer profiles can allow you to generate content that specifically addresses the needs of your target audience. 

For instance, you can use your ideal customer’s challenges, characteristics, and goals to develop educational and informative content that informs them why they should use your solution.

Sales Strategies and Growth Marketing 

Your sales team can use your customer profiles in the same way as marketing to generate content that helps push leads forward. 

Through growth marketing experiments, you’ll be able to validate your ideal customer profile’s effectiveness by assessing if the specific changes performed in the middle of the funnel affect conversions. 

Outbound sales activities can be made more effective by ensuring the targeted traits correlate with conversion rates 

Some salespersons spend most of their time performing activities that don’t generate revenue for the business. For example, no one wants to spend time trying to convert a lead only to find out later that they won’t continue with the purchase. An effective way to work around this dilemma is to build customer profiles that prioritize not only the ideal consumer, but also the traits that indicate if they are a good match.

Final Thoughts 

Customer profiles are here to stay and are truly a vital aspect of any sales and marketing team. A business that knows its customers better can deliver personalized messages to them. 

It’s essential to keep in mind that you should base your customer profiles on accurate data instead of guesswork. Survey your existing customers and create new buyer personas accordingly to match each unique trait you didn’t include in your current profile. 

Following these tips and techniques is a great way for your business to find and nurture the leads you want to convert into customers. However, if you are looking for additional help, book your complimentary discovery session today so we can learn more about who you’re trying to serve and how you can serve them better.

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Who are Johns & Taylor?

We’re a team of master certified user experience researchers, consultants, and digital content experts. With backgrounds in media, technology, and journalism, we understand how to help our clients accomplish their goals online.

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