A bad marketing list cannot generate lead, however good the Teleservices agency or your marketing skills are. Whatever marketing skills you may simply like email, direct mail or telemarketing or even direct sales the list is the base for the entire marketing strategy. If the base is good and strong the success is also sure. So, however time-consuming it may be, it is essential not only to build out the details of the list but even to keep it up-to-date. This is exactly what account profiling does.
The need for account profiling
Before starting any campaign, it is essential to understand the complex decision process for the end client to. To make it clear, let us take an example where you are marketing a complex product or service with a high price tag. Your end customers are the persons who would be analyzing your offering with a different perspective. If this client is a business organization, then they would be interjecting their opinions at different times in buying cycle. So, it is essential to understand the prospect’s decision-making process and who is involved in approaching your marketing strategy in a smart way.
The case gets worse since in today’s ever-changing world, people, as well as companies, are constantly adapting to survive and thrive. That is their role, titles, email addresses, phone numbers, address, city, country and more shift as people move to meet today’s challenges. So, it is more likely that a large percentage of your account information may become flawed quickly. The account profiling becomes crucial at this point.
Account Profiling – Pave your way to create sale
That is why it is highly recommended to profile accounts before launching a campaign. With accurate, fleshed-out account profiles you have a map to help you reach your destination rather than wandering around aimlessly in the dark.
Creating account Profiling
Generally, an account profile should include everything you know about an account. In order to know more about your would-be prospects, it is advisable to do some research. Online research can be done with like social listening, or using web monitoring, or scanning social media as well as account’s profiles on Facebook, Twitter and LinkedIn. In today’s world of socialization, online research can share the needed information.
Creating account profiling for B2B
When it comes to B2B marketing, you should see if the company is making the news and how that may impact your sales strategy. You can even look for employees LinkedIn account along with the company’s website and profile. But you need to go further to gain the information that will give you a competitive advantage. To fill in knowledge gaps, you need to pick up the phone and talk to decision makers, as well as lower-level employees who are often the gateway to valuable information.
At the end of a diligent research process, you should have all the answers to your questions. If you really wish to be successful you should go deeper with it. Ask about the competitors they may be considered to solve the problem your solution or product addresses. Identify the point that you can effectively differentiate your product or service in your sales message. Find out if there are other problems they are facing with which you can help; this can lead to up-selling and cross-selling opportunities.
Account profiling should be a top priority in today’s volatile market. It is like going further on your strategies with your homework done. And to build a valuable list researching your account holder’s profile is very crucial. Especially to know more about your competitor and to know the differentiation point your product or service have account profiling is of utmost importance.
This is a very time-consuming activity. Hence, outsourcing it to experts like iSN Global Solutions that provides many other services as well would be again a strategic decision before launching a marketing campaign.
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