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Persona Development & Targeting
Sellers that deeply understand their customers have more compelling messaging and are able to close more deals, faster, and at a lower selling cost.
What is Persona Development & Targeting
Persona Development & Targeting is a systematic, data-driven approach to identify the best types of leads that close faster and at a higher rate. It enables sellers to focus their sales and marketing resources on potential buyers, thereby predictably growing sales while keeping cost of sales low.
Why Persona Development & Targeting is Critical
A 2018 CSO insight found that cost of sales (sales & marketing costs compared to revenues) has steadily climbed by 53% of what they were in 2011 when they first started tracking.
As buyers become more difficult to reach by phone or email, sellers have reacted by spending more, hiring more, attending more conferences, trying different sales and marketing tools, and so on.
A more effective approach is to analyze your best customers—who they are, what problem they are trying to solve, how big a problem that is for them, and why they are choosing your solution.
You can then use that information and insight to target more potential customers who will respond similarly to your messaging.
A targeted and scientific approach is far more likely to produce predictable results at the lowest marketing spend.
Why SOMAmetrics?
Today’s buyers are highly digital, preferring to complete 80% or more of their buying journey digitally before even talking to a sales rep.
What they look for is information to help them understand their situation better so they can optimally decide on what next steps they need to take.
SOMAmetrics is a revenue-focused marketing agency that utilizes research, analysis, and best practices to help clients understand their customers better leading to highly differentiated products, services and messaging.
In all our client engagements, our emphasis on highly targeted digital campaigns starts with Persona Development and targeting.
Case Studies
How a client was able to achieve its goal of becoming a leading provider to the Medical Devices sector through targeted ABM campaigns.
How a global publicly traded company used our services to increase the effectiveness of its BDR team by 67%
How a tech company went after three different markets in nine months using a planned, targeted approach
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