WORK MORE CUSTOMER CENTRIC
To better understand where your relevant contacts can be found, you must clearly agree with each other who is exactly the target customer. To this end, we develop persona profiles and map their customer journey. In addition to experiences from your customer contact, we also use data and research from the market.
Your buyer personas
When choosing your target group, are you going to email to a “restaurant”? How does communication work with a “bakery”?
In B2B, people do business with people. To better understand who exactly you want to do business with (and who not?), create buyer personas. A buyer persona is a person who becomes a figurehead for a specific target group that you address. By communicating with Maddy, the example here, you can better empathize with the marketing manager. Can you understand what would help Maddy? Then you will probably succesfully draw her attention!
In a persona project with GROUP7, we bring all the insights together in a workshop, and we develop this under your supervision into a template like the one on the right. It helps you with a more personal way of communicating with your customer or lead, even when you reach several people at the same time.
The (digital) customer journey
A customer journey is the entire process that an unknown lead goes through before becoming a customer and purchasing a product.
Respond to the different phases of the customer journey of the persona you want to reach. Are you aware of the wishes of a lead who is still orientating? What is the chance that he will focus on your specific product? Probably not so big, he is more likely to look for a solution to a problem he has encountered. Your product is just one of the possible solutions.
You can find out where, when and with what message you can best approach a lead by mapping his customer journey. What do you know about the past customer journey of your current customers? How would you start the customer journey yourself, and where would that take you? These insights will come together in a workshop with your team and we will add a lot more!
Based on research data
GROUP7 is located among producers, wholesalers and end users in the food service sector. By visiting trade fairs, networking groups and through a panel of 13,000 professional end users with whom we have intensive contact, in the Netherlands and Belgium.
Every year we conduct research three times a year on topics that are relevant in the sector, and we can set up tailor-made studies for customers. When you involve GROUP7 in organizing your insights, we always provide you additional insights.
You can even ask GROUP7 for a brand survey in your own customer base. From approaching respondents to analyzing and drawing conclusions from the data, we deliver it neat and tidy so that you can easily get started with the results.
