Date post: | 13-Jan-2016 |
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Qualified Sales LeadsTighter Targeting
Frameworks to this point Market dynamics
◦ Customer, company, competitor triangle Core strategy
◦ Commodity / niche Innovation
◦ Complexity science Temperament
◦ Left and right handed preferences Qualified sales leads
Our Basic Marketing Framework
Who are we looking for? (profile) Where are they? (address or watering hole) How will we reach them? (media) What will we tell them? (motivation)
◦ Descriptors and Characteristics that are common to all your customers
Demographics
Psychographics (lifestyles)
Temperament
Industry code
Developing a Market Profile
Running gear for women
Age, sex, income◦ “female, age 21-35, HH income over $50k”
List will come from census data◦ Assumes age/ sex / income are good proxies for
needs and desires
◦ Fairly course distinction
A Demographic Profile
How money is spent vs. earned◦ $50,000
Accountant—fine dining Truck driver—monster truck show
Conservative—church donation Liberal—environmental cause
Rural—pickup Urban—SUV
◦ List comes from psychographicdatasets
A Lifestyle Profile
Retirement facility in Littleton Targeted toward “active seniors” Low leasing activity Profile of existing tenants
◦ Military! Teachers, police, bankers Security was major attraction
◦ Re-orient marketing◦ Lists: temperament proxies
A Temperament Profile
Children with learning disabilities
Back pain sufferers◦ Demographics or lifestyle won’t identify the group◦ Use the watering hole principle
Overweight people
A Common Problem Profile
NAICS code Purchasers of a product A title
◦ Mine manager Developers of new ports and harbors
An Industry Profile
Demographically Lifestyle Consumer expenditures Proxy groups Industry codes Watering holes Giving off signals
Where are they?
Demographics by Neighborhoods
Lifestyles by Neighborhoods
Consumer Expenditures
Perhaps you created a new product –a nutritional drink
Profile: people who work out, concerned about health, buy organic foods
List: proxy expenditures◦ shop at Whole Foods◦ buy carrot juice
Proxy Expenditure List
Use a broad net◦ or
Single out each one◦ or
Wait until evening◦ They all congregate at
a watering hole
The Watering Hole
Internet support group for learning disabilities
Back pain searches on Google Linked-In group for federal govt. contractors
Typical watering holes
Relationship businesses◦ Focuses on the people doing the work◦ Often in consulting and non-product businesses◦ Chain of trust is important
Transactional businesses◦ Focuses on the product◦ Does not depend on the personal relationship◦ Does require generic good customer service
Personal or Impersonal?
To be continued….
B2B Marketing List