Why is this business intelligence important? Therrien said by using data, you can follow one of your customers from one step in the buying process to the next. If they drop out at some point, it will be easier for you to ascertain why and then take steps to strengthen that portion of your sales funnel. For example, tracking behavior means your sales team can understand what that potential buyer was doing on your site. If they happened to open a document before dropping out, perhaps you could trigger an email, video or blog post to hit the customer that provides additional information about the product or service they were looking at.
Marketing automation such as that is an extremely powerful way to market to your audience, he said. For instance, automating an email tied to one of your company’s events is a good way to open a conversation with the segment of your audience that happens to be interested in that particular part of your business.
So, what’s the best way to start pulling all of this data together? Therrien suggested taking all of the business intelligence you can gather and putting it into specific buckets. Where do your customers seem to want to talk to you? Where are the opportunities for you to talk to them?
Once you’ve answered those questions, start identifying the types of customers you have based on their data profile (for example, age, education, etc.) Give them real names, such as Gertrude or Madison. Continue to use business intelligence so that you are always developing additional personas.
Therrien said as your business continues to utilize more and more of the data it’s sitting on, you’ll have a clearer understanding of why certain personas are converting in some places, but not others. And data will help you identify trends such as these sooner.
Want to dig a little bit deeper into the topics discussed above? Consider: