Use your customer data to find and target your most valuable customers...
As every savvy marketer knows, using buyer personas is a time-honored technique that helps ensure messaging stays focused on the customer — nearly 60 percent of B2B marketers currently use them.
The problem is that the results are mixed. Only a little more than a third of those marketers describe personas as being "very" or "extremely" effective, and 16 percent say they are “not at all” or “not very” effective.
So why aren't these marketers having better success, with what should be a surefire tactic?
The truth is that no matter how hard you work to market your product, you're not going to see success selling to the wrong persona.
You wouldn’t target young professional men when the customers who really want what you’re offering are middle-aged moms.
You probably can't sell baby strollers to singles, for example. No matter how powerful your message or your medium, you won't be able to break through without directing the right message to the right segment of your market...
But what’s the most important part of the formula? Knowing the DNA of your radical buyer.
The Challenges of Creating Buyer Personas Even if you recognize the importance of constructing an accurate buyer persona,
You may struggle to pinpoint it - There are a few common reasons for this:
When creating a buyer persona, marketers tend to make dangerous assumptions based on their own experience, or on feedback from sales teams, that isn't rooted in hard data.
By doing proper market research, To dig deeper than common stereotypes, you'll gain a better understanding of your target market and construct a more accurate profile of the radical buyer...
Don’t believe you buy into stereotypes? Thanks to the media, They’ve become so pervasive that we may not even recognize how much they affect us.
In recent years, we've been fed warped pictures of every generation - From Baby Boomers, To Gen Xers, To Millennials;
The popular notion of Millennials, for example, Is that they are lazy and self-absorbed...
However in reality they comprise an enthusiastic and faithful customer base - Consider the meteoric growth Snapchat, saw-once it determined, That Snapchat, its radical buyers are Millennials...
Marketers also often try to serve more people than they can handle. But if your brand targets "everyone," it really doesn’t have a target market.
When you research buying habits... Don't shy away from winnowing your list down to those customers, who seem most likely to talk up your product. And buy more of what your selling.
Don’t spread yourself too thin trying to be all things to all people. If you’re aiming everywhere - your shot will never hit the bull’s-eye.
That approach will backfire and your pipeline will get clogged up with prospects with virtually no interest in buying from you.
This is where the radical buyer comes in... Introducing Your Radical Buyer: 'Buyer personas' Help Businesses Identify Their Target Audience...
The concept of the "radical buyer" goes a few steps further, by not only identifying, the type of person, who might do business with you.
But also fleshing out your business's most loyal and lucrative customers... The Radical Buyer. To put it simply, is deeply rooted in customer data.
Your radical buyer promotes your business rather than critiques it!
Detractors drain your resources, with customer service requests, and complaints, about unmet needs... Spending all your time, trying to cater to them. Leads you down a rabbit hole.
Scrambling to develop the right products and services for your audience... Promoters do the opposite: They love your business, and what you're offering, also they recommend you to their friends. Generating Dynamite Referrals without you having to go overboard on incentives...
To understand this dynamic better, Think about the kind of weight online Reviews on sites like: Yelp and Amazon, carry these days.
Forty-seven percent of consumers between the ages of 18 and 34, have taken to Social Media to complain about a brand’s customer service. And the annual BrightLocal Local Consumer Review Survey 2016 found that 60 percent of customers are reluctant to buy from a business with negative reviews...
Furthermore, the same survey showed that 84 percent of people trust online reviews just as much as they would a personal recommendation...
How to Develop a Radical Buyer? If you want more promoters than detractors. Identifying Your Radical Buyer will help!While you may have several buyer personas, "Identifying Your Radical Buyer" is The key To Accelerating Sales -
1. Gather customer data. First, you have to identify the promoters and detractors in your customer base. The best way to do this is to use what's known as a Net Promoter Score, which is simply a rating from your customers. You ask them, on a scale of 1 to 10, how likely they are to refer your business to someone else.
Then, based on their responses, you divide them into three groups. Those who give your brand a 9 or a 10 are promoters. Scores between 7 and 8 indicate passivity — maybe they love you, maybe they're leaving you, or maybe they just don’t care;
"Any score below 6 means you have a detractor on your hands".
Take this data and calculate your official NPS by subtracting the percentage of detractors from the percentage of promoters.
Most customers will readily agree to take the short NPS survey, and they may even provide you with more information than that... You can follow up on the survey by asking those on the cusp (who gave you a 7 or 8) to explain their reasoning.
If you ask what it would take to raise your score just by one point. For example, you can use that information to improve your offerings and expand your total number of promoters.
2. Analyze your promoters Once you've identified the promoters in your customer base. See what data points they have in common;
Do they all purchase a specific product or service?
Do they share the same title or come from the same lead source?
Find the commonalities to begin to paint a picture of your radical buyer...
Base your analysis on your best customers only: those who love you and feel great, to have found you —
in other words, the promoters...
Your 9s and 10s provide the raw materials that will become the predictive, radical buyer persona you want. Observe their behaviors throughout the purchasing journey, Search for Patterns, and devise a hypothesis about: Your Radical Buyer Persona.
Based on what you find... If most of your clients who gave you a 9 or 10 NPS are Baby Boomers who have come out of retirement to start their own businesses, They may need help choosing the right product or service. That’s bound to different assistance than the kind you'd offer to Millennials.
3. Back up your findings with market research... As you build a persona for your radical buyer, it can help to survey the market to see whether your findings hold true. Use tools like Survey Monkey and Google Surveys to instantly get insights from your target market.
In the process, look at customers, prospects, and others who might align with your ideal buyer.
Building upon the earlier example, let's say you know, Your Baby Boomer Customers, Have trouble managing technology, for their businesses. But you also know your sample size is small...
Upon surveying a wider audience, you find that it’s Boomers transitioning to business owners who need help with business tech... More Importantly, you find that those who align most closely with your radical buyer enjoy learning about New Technology and prefer to take a hands-on approach when it comes to implementing it.
4. Apply your research - Be sure to identify a specific radical buyer (name, age, male or female, profession, etc.)
To help your team keep that buyer top of Your mind in all business processes. When you know you've painted a solid portrait of the radical buyer.
The final step is to use these insights to modify your business model and attract more radical buyers, Start Now! Following this formula, TODAY!
In our customer survey at Hatchbuck, for example, respondents said they used less than 25 percent of our features, And many hoped to use customer relationship management and Marketing Automation to scale Your Sales without necessarily growing their business footprint...
Our radical buyer felt we should focus on a handful of strong features rather than fancy, elaborate tools, so we modified our business accordingly.
For you, this modification might involve adjusting your pricing, reimagining your service offerings, or even rebranding your business.
For instance, you might begin offering a training class to help those Baby Boomer clients tackle technology on their own terms.
Developing a radical buyer may seem complicated, but it's absolutely vital and simpler than it sounds.
Don't waste your marketing time and dollars on a weak target market only to shout into a vacuum;
Following this formula, identify and reach out to those customers who already love what you're offering and figure out how and where to find more like them...
Jonathan Herrick is co-founder, chief sales officer, chief marketing officer, and chief high-fiver of Hatchbuck, an all-in-one sales and marketing platform.
His extensive experience in digital marketing and sales strategies has been a driving factor in growing Hatchbuck’s sales by over 2,000 percent.
Prior to Hatchbuck, Jonathan developed inbound marketing strategies and leveraged marketing automation to grow market share and reach record user growth for SaaS recruiting platform Sendouts.
A purpose-driven leader in all aspects, Jonathan has a passion for cultivating
his team’s culture,
Spending time with his Family,
and Working to Make a Difference,
in the St. Louis Community.
You can get acquainted with Jonathan’s thought leadership on the Hatchbuck blog and in leading publications including
the Huffington Post,
Use your customer data to find and target your most valuable customers
Scientists Reveal the Exercises That'll Make You Live Longer?
Exercise 8 Minutes Before Bed, See What Happens In a Month
If You Eat an Avocado a Day For a Month, Here's What Will Happen to You?
SUMMARY -Avocado has antibacterial and antioxidant flavonoids, which kill bacteria in your mouth and make your breath fresh. -Potassium helps your system keep a healthy fluid balance through chemical channels for cells and organs. A good fluid balance allows your kidneys to function better. -Eating avocados regularly lowers the “bad” LDL cholesterol and blood triglycerides by up to 22% and increases the “good” HDL cholesterol by up to 11%. -
This fruit is actually one of the best products for a liver-friendly diet, and that's all thanks to its ability to help your body produce glutathione! The liver desperately craves this antioxidant to filter out harmful substances and protect its cells from damage. -Potassium in avocados helps regulate the fluid balance benefits your blood pressure too. In this case, potassium prevents osteoporosis and, most importantly, lowers your blood pressure. -
Avocados are high in antioxidants, especially carotenoids called lutein and zeaxanthin, which protect our eyes against harmful blue light. -The ability of avocados to give that extra bit of protection from cancer comes from the carotenoids and monounsaturated fat they contain, both of which make their own contribution to the impressive reduction of cancer. -
Avocados are rich in fiber, which is essential for making those unwanted pounds disappear. Fiber is incredibly filling and digests slowly. -Thanks to vitamins C and E avocados help to maintain the skin's elasticity and firmness. Avocados are also rich in omega-9 fatty acids, and they’re crucial for maintaining moisture in the epidermis and regenerating epidermal cells...
What Will Happen to Your Body If You Eat Avocado Every Day. The avocado is a unique fruit with multiple nutritional and health benefits. How would your body respond if you ate just one avocado a day? In fact, it would transform your life as you’d get amazing results: your breath will be fresh at all times, your kidneys and liver will work more efficiently, your blood pressure will become lower, just to name a few.
There's a miraculous mineral to be found in avocados: potassium. It helps your system keep a healthy fluid balance through chemical channels for cells and organs. Avocados are also a great source of vitamins C and E. Vitamin C is known for its involvement in the creation of collagen and elastin, which help to maintain the skin's elasticity and firmness. Vitamin E takes it to a whole new level, reducing the damage of excessive sun exposure and counteracting aging.
How to Improve Your Health and Appearance Naturally Scientists have proved that regular consumption of seeds and nuts, including almonds, is incredibly good for your health and appearance.
How much of those is enough to stay young and healthy? What will happen if you actually start eating them every day – will it have more benefits or dangers for your health? The health benefits of almonds 0:46
Countless studies have shown that these nuts not only normalize lipid levels in the blood, they also reduce the risk of developing cardiovascular disease in patients with diabetes.
Almonds are a true miracle for helping you lose weight as well since they lower the level of fat in the body.
How flax, sesame and pumpkin seeds are good for you 1:56 Flax seeds are great for your health because their chemical composition basically multitasks at improving all kinds of bodily systems at once.
The chemical composition of sesame seeds decreases blood pressure, effectively preventing stroke, heart attack, and kidney failure.
Pumpkin seeds contain a huge amount of arginine, which helps dilate the blood vessels, thus, improving circulation and preventing hypertension. The health benefits of walnuts 3:57
The minerals contained in walnuts lower the risk of developing both cardiovascular disease and coronary heart disease. Plus, they have a natural chemical called tocopherol, which is highly effective at minimizing symptoms associated with age-related disorders and protecting men from prostate cancer.
Why sunflower seeds are good for you 4:34 Sunflower seeds effectively prevent bronchial and lung infections because of their antioxidant, antimicrobial, and anti-inflammatory properties. If you wanna get in on all these health-boosting benefits, just make it a habit to consume one ounce of sunflower seeds every single day.
How to stay healthy with pistachios and cashews 5:08 Snacking on pistachios can help you feel full longer, which makes them great for weight control. Cashews are full of iron, which is a must-have to prevent anemia. Plus, they can really help diabetics stabilize their blood-sugar levels.
SUMMARY -Experts recommend eating just 20 almonds a day between meals to help you lose weight and normalize lipid levels in the blood. -One tablespoon of mashed flax seeds contains nearly 2 grams of omega-3 fatty acids, which keep your cardiovascular system in tip-top shape. -
Sesame seeds contain a ton of special antioxidants that significantly reduce high cholesterol and oils that improve the condition of your skin, hair, and nails. -Pumpkin seeds are rich in vitamins A and E, which are essential for maintaining skin elasticity. -
The minerals contained in walnuts lower the risk of developing both cardiovascular disease and coronary heart disease. -Sunflower seeds contain sulfur-rich proteins that are proven to be extremely good for your muscle- and bone tissue. -
Snacking on pistachios can help you feel full longer, which makes them great for weight control. -The anti-inflammatory effect of cashews strengthens the immune system and protects the body from the flu virus. -
The abundance of vitamin B contained in hazelnuts helps make bones and muscles stronger and gives the immune system a welcomed boost. -The polyphenol in peanuts protects the cells of the body from harmful free radicals, helping us stay young longer. -
Thanks to their large amounts of fiber and the cleaning effect they have on the intestines, Brazil nuts significantly improve digestion. -
The vitamin E in pecans serves to protect the body from the harmful effects of environmental factors like solar radiation. -
The omega-6 and omega-3 fatty acids in pecans work wonders on the heart and blood vessels, lowering cholesterol and preventing clots from forming.
Have scientists finally discovered the true purpose of the pyramids??? True Pyramids Purpose Has Been Finally Discovered...
SUMMARY: - The Great Pyramid of Giza was made with over 2 million stone blocks, each weighing from 3 to 30 tons. Actually, the most gigantic ones can be as heavy as 50 tons! The base of the Great Pyramid covers an area of 592,000 square feet, and each of its sides is about 218,000 square feet in size. - If you let go of the stereotype that ancient civilizations were less developed than we are today, a question arises: could the ancient Egyptians have had technologies as advanced as the modern ones?
What if their knowledge was lost only to be rediscovered centuries later? - Interestingly enough, the Egyptians also used a special material, dolomite, on the inner sides of the pyramid. This mineral is known to multiply electrical conductivity. - Modern technology still can't recreate the gypsum-based mortar that was used during the construction of the pyramids.
This kind of gypsum withstands huge amounts of pressure. So this may sound bizarre, but the mortar holding them together is, in fact, stronger than the blocks of the pyramid themselves. - In 1993, an inaccessible secret room was uncovered beneath the Great Pyramid. This room, which seemed to be deliberately concealed, was dubbed “The Queen's Chamber”. In 2011,
thanks to more developed technologies, it became possible to explore the room with the help of a remote camera. - At the top of the Great Pyramid of Giza, there used to be a capstone made entirely of gold. It forwarded a path to transfer negative ions (those are atoms with an electrical charge) to the ionosphere (the layer of the earth’s atmosphere that contains a ton of said atoms).
And that’s how an electric current of immense power was produced! - Another weird thing you can see in such carvings is what clearly looks like a wireless antenna. Perhaps the ancient Egyptians used wireless energy for communication purposes? They very well could’ve used electricity at weaving plants to manufacture yarn...