Data and analytics are rich sources of knowledge about your customers’ likes, dislikes and needs. Marketing shouldn’t just be about reaching new leads, but also about continuing to engage with current customers and keeping them loyal. What sets savvy marketers apart is their ability to understand the insights in data and how to act on those insights to delight current and past customers.
In the new marketing value chain, actionable data insights drive all decisions. Use data and analytics to learn what your potential customers want and craft a great customer experience that doesn’t end once they make a purchase.
For B2B companies, current customers are a valuable source of ongoing business. They need to be nurtured as effectively as new prospects are. This is where the concept of “delighting the customer” becomes most critical. Happy customers recommend your business to their friends, while unhappy customers seek out alternative services. Great customer experience is a key factor in customer delight.
Use data to consistently and incrementally optimize your digital offerings in response to the things your customers engage with most. This isn’t just about boosting your own leads, it’s also about responding to customer feedback. In general, people will spend more time with your content if they find that it speaks to their needs. Delight your customers with an attractive, easy-to-use website and educational content that they actually want.
When working to generate demand across channels, recognize all the sources of data available to your company and utilize them to gain greater insight about your customers and their habits. Examine all of the content your business produces and determine how leads and customers interact with it. Are your webinars attended mainly by current customers or by prospects? Are customers or leads more likely to watch your educational videos through to the end? These insights can be used to delight leads and customers by offering them more tailored content that fits their needs.
Don’t limit yourself to digital insights: if you interact with leads in person, such as at a marketing event, review any information you gathered on who attended and use it to improve your buyer personas. Take a look at all your data holistically to better create marketing materials that will delight your audience.
Learn how Movéo helped one company improve their data and analytics processes:
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