What is Customer One?
Imagine being able to identify, engage, and convert your highest-value customers for less money, time and effort than you currently spend on sales and marketing. Believe it. Because it’s possible with Customer One, a unique consulting engagement from Conduit Innovation that will help you understand your customers in a way you never have before.
You have a problem
Sales thinks that marketing isn’t generating enough quality leads. Marketing says sales isn’t doing enough to convert the leads they give them. And leadership is fed up with all the finger pointing but doesn’t have the data to uncover the truth.
Guess what? It’s nobody’s fault. And you’re not alone.
Without the right data, your people are forced to make their best guesses—from who to target with what messages to the technology platforms and partners they use to execute their plans and report results. If they work in organizational silos, like most companies, the data they get to make those decisions are not the same.
And different data can lead to drastically different conclusions.
Everything we do at Conduit Innovation is designed to break down the silos and misalignment that cause bad decisions, mistrust and missed quotas. We do this by delivering a unified set of data that is so obviously vital to the success of your business that your people will eagerly align their strategies, processes and technology around it.
That data is the truth about your customers.
The truth is out there. It’s called Customer One.
We all know that buyers are in charge of their own buying journeys. So, we build our customer personas and journey maps. We invest in the latest CRM, marketing automation, and social selling tools. We develop a metric ton of content. And still, we aren’t meeting our sales and marketing objectives. Worse, we’re not even sure which investment or campaign is truly paying off.
Our Customer One methodology goes way beyond buyer personas. We help you build a better buyer’s journey—one that maps to your historical sales data—to deliver hyper-focused, personalized content and offers to attract, acquire and retain only the most valuable customers and prospects for your unique products or services.
How does it work?
Here’s a high-level look at a typical Customer One engagement.
Step 2: Market Analysis
Are you aware of all the external factors that impact your business? Or how these factors determine how your customers and prospects engage with your company and its sales and marketing content?
- Company and marketplace lifecycles
- Market size and viability
- Industry trends and geographic differences
- Competitive insights and analysis
From how the maturity of your marketplace defines the universe of prospects seeking your solution to the ferocity and unique differentiators of your competitors taking a bite out of that universe, we’ll show you the exact variables and competitive insights you’ll need to turn opportunities lost into revenue gained.
Step 3: Voice of Customer
We conduct voice of the customer interviews with your customers, past customers and prospects to go beyond job titles and demographics and learn the real emotional triggers that want them to learn about your company, make a purchase, and remain a customer for life.
- Psychographics and demographics
- Goals, pain points and challenges
- Decision-making and purchasing process
- Triggering events and motivators
We close the gap between what you think you know about your customers and how they actually feel about and engage with your company.
Step 4: Beyond Personas
We craft customer persona profiles based on shared attributes and commonalities. However, unlike traditional buyer personas, Conduit then maps your historical sales data against these personas to determine the real (sometimes hidden) monetary value of each.
- Buyer persona profiles
- Sales data integration
- Mapping and segmentation for high-value targets
By identifying your highest value customer personas, their careabouts and triggers, we can help you increase revenue and your ROI with a hyper-focused sales and marketing plan for attracting, acquiring and retaining more of them.
Step 5: Build a better buyer's journey
While most companies create buyer personas, the majority of them collect dust in a drawer because marketers are given no actionable steps for applying them. We map all of your buyer and influencer personas across their buyer’s journey, identifying the key players, the role they play at each stage, content preferences, and the key milestones in their decision-making process.
- Buyer needs, challenges and motivations
- All the people involved in a purchase, and their role, in each stage
- Buyer preferences and actions at each stage of the journey
From awareness, interest, consideration, purchase and beyond, we provide your sales and marketing teams with a complete roadmap for how all your customer segments can interact with your brand and why they should.
Step 6: Content audit and gap analysis
Now that you have your high-value buyer personas and buyer’s journey roadmap, it’s time to map relevant content to each of your target customer segments.
You don’t have to worry about starting from scratch with your content. As part of our Customer One engagement, Conduit performs an audit of your existing content inventory. We’ll help you determine what can be refreshed and repurposed, identify new content requirements, and map it all to your new, hyper-focused buyer’s journeys.
Step 7: Build a high-value customer acquisition and retention plan
We build a comprehensive content framework designed to maximize customer engagement, as well as your sales and marketing spend, by delivering exactly the right content to the right high-value customers and prospects at the right time in their journey.
Our team will take a granular look into your sales performance metrics and work with your sales and marketing teams to ensure that your new customer acquisition and retention plan is realistic, obtainable and measurable.
Step 8: Guided Implementation
Once the heavy lifting is done, we won’t leave you stranded. We work with our clients until they’re comfortable operating with their new model, tools, and insights. After all, we can’t be a conduit to your future if we leave you at the threshold.
Sound like the right solution for you?