Don’t use intuition to guide your marketing. Use facts. By aggregating and analyzing the data you’ve collected about your existing customers, an audit will help you identify trends that can help educate you about your sales process. An audit is a crucial step to verifying the accuracy of assumptions you may have about the lead qualification process.
Customer Audits have a number of uses. First, you can determine/update your lead scoring values, find out the types and frequency of content that best resonate with your existing and target customers, and get an accurate portrayal of sales-ready leads.
A customer audit should be performed AT LEAST once per year (preferably once per quarter).
Here are some things to consider when performing an audit:
An ideal sample size would be 1000+ contact/records. Smaller could be acceptable, between 100-1000 say, but <100 would be considered misleading.
Use Analytics platform such marketing automation software. Ask the right questions on landing pages. Provide benefits on your website (i.e. ebook, whitepaper, etc) to motivate prospects to engage.
Progressive profiling allows you to control which questions appear on a form based on what you already know about a lead. Use short and easy to fill-out essays. Have different questions for them if/when they come back.
What data should be pulled?
Make a summary sheet of the following info:
Ways to use your findings. (The fun part!)
Determining your lead score values
Informing your Content Strategy
Determining most successful traffic source
In conclusion, your customer data is an extremely useful tool in helping you create an effective (and objective!) marketing strategy. Use these insights to find out how and why your customers found you. The more you understand about your existing customer base, the better you will be at designing relevant content to find more people who look just like them. If you need help, call us.