Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
ASSUMPTIONS• Business is transactional• There is no business until something is  sold• Your buyer is your customer• Market...
MARKETING TODAYBuilding relationshipsListening to the buyerJoining the conversationInfluencing decisionsManaging your repu...
TO EFFECTIVELY MARKET YOU NEED TO KNOW         WHO IS YOUR CUSTOMER
TYPE OF CUSTOMER – NATURE OF SELLING
MAP TO YOUR CUSTOMER
CHARACTERISTICS OF YOUR CUSTOMER           Demographics   Psychographics           Associations     Influencers
DEFINING CHARACTERISTICSDEMOGRAPHICS                                  PSYCHOGRAPHICS Demographic segmentation consists of...
DEFINE YOUR CUSTOMER - EXERCISE #1Demographics           Psychographics       Associations       Influencers              ...
YOUR CUSTOMER DEFINITION (EXAMPLE)1.    Business2.    Decision Maker – Technology / Ops3.    Competitive4.    Smart5.    H...
CUSTOMER MARKETING LIFECYCLE     •Identify Target                              •Qualify     •Identify Need                ...
REACHING YOUR TARGETSLISTS AND LEADS                      ONLINE•   Direct Marketing                 •   Website•   Advert...
FINDING YOUR CUSTOMERS – EXERCISE #2LISTS AND LEADS       PARTNERS AND CHANNELSONLINE                ASSOCIATIONS
ENGAGING YOUR CUSTOMERSSTART THE CONVERSATION…•   What is the need?•   Is it a problem or opportunity to change /improve?•...
THREE DISTINCT TARGET GROUPS – EXERCISE #3TARGET       NEED        COST       RELIEF
RELATING TO CUSTOMERS - DRIVERS                           Benefit                 Feature         Need
INFLUENCERS          http://www.influencersfilm.com/#/Film
INFLUENCERS – EXERCISE #4Key Influencers   Passions   Where Are They?   How They Influence Your                           ...
NURTURING YOUR CUSTOMER  Buy      Follow   Conversation   Raving Fan
LOYALTY LADDER: CREATING RAVING FANSObjective: Move customers up the loyalty ladder to create Raving Fans                 ...
LEADS AND BUYERS ARE AN ASSET          Customer Relationship Management
COST TO ACQUIRE A CUSTOMER• Know What You are Willing to Spend• Set a Budget• Define Your Marketing Mix• Measure Results o...
START MARKETING NOW…1. Build relationships2. Listen to the buyer3. Join the conversation4. Influence decisions5. Manage yo...
WHERE TO MARKET – EXERCISE #5Build       Listen   Join   Influence   Manage   Be in the game
Q&A
Who is My Customer
Who is My Customer
Upcoming SlideShare
Loading in …5
×

Who is My Customer

Target marketing presentation for Seedspot clients, presented in 2012. Helps startups focus on where to invest their time and energy. Exercises help early stage entrepreneurs think about the marketing strategies and sales strategies. Goal, find the buyer! Nothing happens until something is sold.

  • Login to see the comments

Who is My Customer

  1. 1. ASSUMPTIONS• Business is transactional• There is no business until something is sold• Your buyer is your customer• Marketing is used to find your customers
  2. 2. MARKETING TODAYBuilding relationshipsListening to the buyerJoining the conversationInfluencing decisionsManaging your reputationBeing in the game
  3. 3. TO EFFECTIVELY MARKET YOU NEED TO KNOW WHO IS YOUR CUSTOMER
  4. 4. TYPE OF CUSTOMER – NATURE OF SELLING
  5. 5. MAP TO YOUR CUSTOMER
  6. 6. CHARACTERISTICS OF YOUR CUSTOMER Demographics Psychographics Associations Influencers
  7. 7. DEFINING CHARACTERISTICSDEMOGRAPHICS PSYCHOGRAPHICS Demographic segmentation consists of  The science of using psychology and dividing the market into groups based on demographics to better understand variables such as age, gender, family consumers. size, income, occupation, education, reli  Psychographic segmentation: consumer gion, race and nationality. are divided according to their Most available information about your lifestyle, personality, values and social potential customer is demographic. class.ASSOCIATIONS INFLUENCERS An organization of people with a  The capacity or power of persons or common purpose and having things to be a compelling force or formal structure. produce effects on the actions, behaviors, opinions of others.
  8. 8. DEFINE YOUR CUSTOMER - EXERCISE #1Demographics Psychographics Associations Influencers (Behavior / Socio)B2C • Personality • Professional • Final Decision• Age • Values • Personal Maker• Gender • Attitudes • Social Graph • Inner Circle• Race / Ethnicity • Interests • Groups • Owns Your• Geography • Lifestyles • Affiliations Customer• Education • Needs • Community Relationship• Occupation • Activities • Media / Marketing• Employment • Social Profile • Social Contacts Status • Passions • “Like” Brands• Religion • Competitors• Household Income• Family Size• Marital StatusB2B• Industry• Public / Private / Gov’t• Revenues• Employees• Title
  9. 9. YOUR CUSTOMER DEFINITION (EXAMPLE)1. Business2. Decision Maker – Technology / Ops3. Competitive4. Smart5. Highly complex6. Lots and lots of data - disparate7. Technically adept8. Lack of information on what data tells them9. Unable to manage costs or data / lack of control10. Desire to be heroic, make a footprint, have a legacy
  10. 10. CUSTOMER MARKETING LIFECYCLE •Identify Target •Qualify •Identify Need •Communicate •Share REACH ENGAGE NURTURE INFLUENCE •Buy •Negotiate •Implement •Close •Service •Create Loyalty •Retain
  11. 11. REACHING YOUR TARGETSLISTS AND LEADS ONLINE• Direct Marketing • Website• Advertising • Advertising• Sales: Telesales, Direct Sales • Social MediaPARTNERS AND CHANNELS ASSOCIATIONS• Distributors • Networking• Buying Groups • EventsPOS: • Groups• Retail INFLUENCERS• Onsite
  12. 12. FINDING YOUR CUSTOMERS – EXERCISE #2LISTS AND LEADS PARTNERS AND CHANNELSONLINE ASSOCIATIONS
  13. 13. ENGAGING YOUR CUSTOMERSSTART THE CONVERSATION…• What is the need?• Is it a problem or opportunity to change /improve?• What is the cause of the problem or creating the opportunity?• How long has it been a problem or desire?• How much is it costing to go without?• What are you doing about it?• Is there urgency to buy now?
  14. 14. THREE DISTINCT TARGET GROUPS – EXERCISE #3TARGET NEED COST RELIEF
  15. 15. RELATING TO CUSTOMERS - DRIVERS Benefit Feature Need
  16. 16. INFLUENCERS http://www.influencersfilm.com/#/Film
  17. 17. INFLUENCERS – EXERCISE #4Key Influencers Passions Where Are They? How They Influence Your Buyers
  18. 18. NURTURING YOUR CUSTOMER Buy Follow Conversation Raving Fan
  19. 19. LOYALTY LADDER: CREATING RAVING FANSObjective: Move customers up the loyalty ladder to create Raving Fans May invest In you Seeks to collaborate on new product development Willing to pay Most Valuable Customers premiums Resists competitors’ blandishments Endorses product Wants to grow relationship Commodity buyers
  20. 20. LEADS AND BUYERS ARE AN ASSET Customer Relationship Management
  21. 21. COST TO ACQUIRE A CUSTOMER• Know What You are Willing to Spend• Set a Budget• Define Your Marketing Mix• Measure Results of Acquisition• Measure Customer Profitability• Use Customer Intelligence - DATA• Focus on Profitable Customer Relationships
  22. 22. START MARKETING NOW…1. Build relationships2. Listen to the buyer3. Join the conversation4. Influence decisions5. Manage your reputation6. Be in the game
  23. 23. WHERE TO MARKET – EXERCISE #5Build Listen Join Influence Manage Be in the game
  24. 24. Q&A

×