This might sound straightforward and simple, but many businesses waste a lot of time and resources, attracting the wrong leads and chasing deals with companies that do not suit their ideal customer profile.
The solution is two-fold. First, if you understand who your ideal customer is, you have a much higher chance of capturing their attention because you have a solution that solves their pain points. Second, through understanding who your ideal customers are and why they will buy from you, you can communicate the right marketing message to them.
The ability to craft compelling stories that speak directly to your customers, therefore, begins with creating ideal buying personas.
Your best customers need the solutions and services that you have to offer, and they’re valuable to your business.
It’s essential to understand who you are targeting from a lead generation perspective, both broadly and per campaign, before you build your marketing strategy.
Broadly speaking, this ensures that your solutions and messaging are aligned to your target customers. However, it’s important to match campaign budgets to potential customer spend as well. Every campaign must deliver a solid return on investment.
This means you should be able to capture the attention of the right customer without over-spending, and their customer value should provide a solid return on investment. We delve into how to determine your Actual Customer Value (ACV) a little later in this guide.