2. Customer Profiles 3. Data and A CCM

Discover more about your marketing communications and why CUSTOMER PROFILES, DATA and A CCM are more valuable than ever before.


Our second valuable marketing trait for a small business to have – Customer Profiles.

First, here are a few points for you to ponder.

Point #1. Your customers are fickle.

It’s our recommendation that you build customer profiles and while doing so, think about a few assumptions about your customers. A variety of communication channels are available to test these assumptions and with a very small sample size. Always follow-up to determine if the assumptions make sense and if so, consider building a special data segment. Use the collected information to fine tune the customer profiles to enhance the response rate.

You’ll also learn how fickle customers can be. If you want to sell a product or service, you might as well know what customers need, and sometimes, having enough good data, may even let you know what they need before they do.

Point #2. Marketing is subjective.

Keep collecting customer and prospect data, keep making assumptions and testing those assumptions because the only constant is change. You may learn early on in your research how to anticipate change and since it happens, make good use of the situation and update frequently.


As you start studying your collected data, you’ll see first-hand it’s  important for a business to maintain a strong customer focus.  When you spend time to learn more about them and what different needs they have now, this allows you to assume what these needs may be in the future.

It is important to keep pace with change and react to it with an appropriate response. Today small businesses can get customer information quickly by using marketing testing and an analytics program, like Google.

Point #3. You can never have enough data.

Invest time and money to learn what marketing communications work for individual market profiles. Answers will help your company increase marketing communication success and meet your business goals.

In B2B there’s a rule of three –

1)    know as much as possible about your target customers,

2)    increase relevant communication based on profiling and,

3)    share your industry knowledge with them.Publication55

Lead generation and nurturing are very important elements of small B2B marketing. Request a FREE report, The Five Step Lead Development Process, by visiting our PDF distribution website.

Our third valuable marketing trait for a small business to have – Data and a Customer-Contact Management program.

You need a great tool to store all your data, work with data and collect more data.

If you’ve been following along from our first trait, here’s an easy multiple choice question for you to answer. What’s the most important element in direct marketing communications for a small business?

  1. The offer or the list data?
  2. The design or the list data?
  3. The copywriting or the list data?
  4. All of the above.
  5. None of the above.

ThanksYes, it was a trick question. However, if your list of contacts is just a list without any segmentation and is older than dirt, it’s a waste of time and money to even think of using that list. Thirty percent or more of your data will change in twelve months.

Today marketing communication personalization is expected from your audience and if the message is not relevant, say goodbye to the contact.

No matter what type of marketing tactic you choose to communicate with your market – traditional, social media, multi-channel – your contact profiles of customers and prospects, is the most important element of your marketing program.

Each and every profile should have a need and the propensity to buy your product or service. For example –

•If an offer of free grass cutting for a year goes to an apartment dweller, the offer is useless.

•If the design of the message is impeccable but doesn’t work in the eyes of the holder, it goes to the recycle bin.

•If the clever writing needs a decoder ring by a senior adult, the only reaction is no reaction, unless you consider another walk to the recycle bin as a reaction.

If you don’t use a Customer-Contact Management system to enter and store customer and prospect data, you are wasting time and dollars and more than likely losing customers.

Very few companies invest time in their data by building customer profiles, analyzing marketing results and testing before a marketing communication launch. But that is changing due to social media and more powerful marketing automation at a lower cost. Segmenting company data for customers and or prospects, which a small business should do, is not always in place and lowers marketing response.


If you are serious about Customer-Contact Management, read our most requested FREE report on simple customer profiles and segmentation today. Get our free white paper to learn how Juliet used a Customer-Contact Management program to segment the contacts in her business. Then give us a call.

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