Do you know - why customer insights are important?

In its simplest form, using Marketing Automation to gather valuable insights, build a customer profile and support your customer needs 

• Will make all the difference in a competitive market for an aligned customer journey
• Will enhance your customer experience and help them buy into your brand
• Will lead you to better sales conversions

Customer insights help you to gain a greater understanding of how your customers think and feel about your products and services. In knowing this, you can build empathy and a robust client relationship using tailored, one to one conversation, articulated through automated campaigns.

Think about all the activity your website offers a prospect; newsletter downloads, account creation, form submissions are all potential interactions before a customer enquiry email might be sent to your sales team and you qualify a purchase. Refining the process, engaging with your prospect by automating these interactions and making them work ‘with’ you will reap dividends throughout your sales cycle, as you use Marketing Automation to identify and engage as early as possible in the buying cycle.
Understanding your customer is your foundation for brand loyalty and marketing ROI 

Customer Insights - Where do you start?

Using Marketing Automation to drive your acquisition trail starts by building a clear picture of who your ideal customer is, creating personas to help understand and identify who your prospects might be and what their preferences and buying requirements are. 
Once personas are set out, hooks on your web site and beyond, engage and connect with your perfect prospect, inviting them to enquire through all the available digital doors they can open. As a prospect enters, the process is underway, using visitor ID to track leads and gather information and insights. 

Your customer profile is now building; it is this intelligence or ‘customer insight’ that will fulfil meaningful nurture campaigns, enabling you to provide leads with the information they need to make an informed purchase decision. 
You never stop building a customer profile with Marketing Automation, using automated tasks to collect and manage data through the following methods:

• Progressive forms and surveys profile your prospects, gauge information you never knew about your audience and will help you execute the strongest campaigns 
• Segmentation of your audience, defining what connects them, their interests, their demographics and their digital behaviours 
• Tracking your prospects, understanding behaviours from first engagement will help you determine their buying profile 

The insights gathered throughout the process create a solid customer profile providing the foundation for your marketing campaigns to engage with personalised content, relevant information and the ability to progress your prospect’s sales journey through to conversion.
The valuable intelligence gathered will arm your marketing teams to tailor content, and when sales ready provides all the information your sales team needs to intuitively seal the deal. 

Keep gathering insights

And it doesn’t stop there, your customer insights mean that you can repeat your winning ways, keeping your leads informed of other relevant products and information will increase the probability of repeat business, up-sell and referral business as Marketing Automation keeps your marketing function running.

Watch out for more information on Marketing Automation from Alldigital Marketing; if this snapshot has interested you, and you are looking to grow your business, gain a better understanding of customer needs drive greater loyalty, client upsell and enhance referral business, contact us now for a no obligation demonstration and assessment to see if Marketing Automation would work for you.