If you read our recent post on Ideal Customer Profiles (ICPs), then you already know the important role they play in defining your target customer and learning how to sell to them.
Predictive marketing is just one of the strategies where ICPs make a major impact. But, with more companies taking advantage of predictive marketing as a method for automating customer engagement and boosting conversions, the ReachForce team wants to highlight exactly how ICPs enhance your predictive marketing. It’s more than just providing insights into your audience and expanding automation: it’s about creating a proactive approach to marketing rather than a reactive strategy that relies on behavioral activities to define next steps.
The Role of Ideal Customer Profiles in Predictive Marketing
Predictive marketing is all about understanding your audience and making intelligent recommendations based on their activity. If a customer reads a certain blog post and then enrolls in a webinar, a good predictive marketing campaign will then offer next steps based on those decisions and the content of the blog and webinar.
The problem is that those predictive marketing mechanisms only work once the lead is already in your pipeline. Predictive marketing doesn’t focus on drawing leads in, only directing them toward the right nurture path once they’re already a part of your ecosystem. ICPs change that completely. By building out a data-driven profile of your target customer, it becomes possible not just to predict the right avenue for lead nurturing, but the right approach for attracting those leads in the first place.
How to Use ICPs and Predictive Marketing Together to Generate New Leads
After walking through our guide to creating Ideal Customer Profiles, you should have a firm understanding of what goes into a successful ICP.
But how about applying those ICPs to predictive marketing and lead generation efforts?
Here are a few steps to follow:
#1. Create Content That Speaks to Your ICP
With a quality ICP in-hand, developing a variety of content that your ICP can relate to is the next logical step. Great content builds brand awareness and trust with your target customers, so it makes sense to spend considerable time researching and understanding exactly what your customers want to know from you. What are their biggest pain points? What problems do you solve for their business? Cater your content toward the ICP and keep in mind that it’s not just the topics you cover that matter — the delivery method is equally as important. If you’re targeting a younger audience, white papers and webinars may not be as popular as blog posts and podcasts.
#2. Map That Content to the Places Where Your Audience Spends Time Online
Great content means nothing if there’s no strategy in place for your target audience to find it. While developing a good strategy for SEO and organic search is critical, marketers should think about more direct ways to get their content in front of the right people to drive new leads. PPC ads, paid search advertisements, and social media marketing are just a few of the ways to push your material out to the right people. You might also focus on non-digital strategies like billboards, radio advertisements, and live events, too.
#3. Never Forget The Importance of Clean Data
Predictive marketing relies heavily on clean, high-quality data to operate properly. As a result, it’s important that no matter where you apply predictive marketing campaigns, you’re always making decisions based on the most up-to-date, accurate information possible. That’s where ReachForce can help.
ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization, and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.