Do you know who your customers are?  Not just by name, but do you know what they actually do, why your product is a good fit for them?  Better yet, do you know what makes some of your customers less than a good fit?  Here at ReachForce we try to take a holistic approach to analyzing our customers both those who we do regular business with and those that we may not have continued business with (I know it’s not a pretty subject but everyone’s got them).

In looking at what these customers do, what their price point is and the rates that they convert (from trial to subscription or bookings to revenue) we can get a much better picture as to what types of customers we do well with and where we should focus future data discovery. It’s a simple enough exercise, but take a look at your top 10-15 customers (those who spend the most with you) and your worst customers (those who may have done business with you once and then never again), see what parallels you can draw between the customers within each group.  For us we’ve learned that customers with a higher price point, a tech focused business and those who market to more than one vertical seem to have a greater need for what we do an a tolerance for our price point.

Once you’ve gotten a clearer picture of what your good customers look like and what the less than successful customers look like, you can better focus your marketing efforts (and for you sales folk out there, your follow up and prospecting efforts).  Now that you have a profile of your best customer, be sure to do continued contact discovery to find more buyers that are similar to your best customers.