Growthology speaks to the clients all the time regarding maximising their marketing investment. As a matter of fact, that is all we talk about. We inform them that marketing budgets are not bottomless pits, and to get the most from every marketing dollar, the first step is to get to know your client. Basically, when our team first meets our clients, we ask who their clone-able client is. Then, our team will ask to talk to them as part of the gap analysis process.
Knowing your client
Business leaders already have moved on from the idea that any client with ‘a pulse and a credit card’ is a good client. Nevertheless, they are still not doing enough to understand who their best clients are and actively target their marketing money to attract these good clients. Before you proceed into more complex analysis and customer profiling, you could begin with a simple list that you can nut out in a team huddle.
Clients have moved on from the idea that any customer with ‘a pulse and a credit card’ is a good customer. However, they are still not doing enough to understand who their best customers are and actively target their marketing money to attract them. Before you get into complex analysis and customer profiling, you could start with a simple list that you can nut out in a team meeting.
Growthology just did this as a team – Right, our team recently had to take a taste of our own medicine after a values mismatch with a business leader. From the initial discussions, they were perfect; Our team could not shift them from tactics to strategy and they had no plan to change. Therefore, we sat down, looked at our own client list and picked out those who are currently our favourite clients. We asked ourselves what behaviours do they exhibit that sit well with what we convey, including how are they going to have the best experience and value from Growthology. Here are the top 10 marketing behaviours that we come up with:
Top 10 Marketing Behaviours
- Acknowledgment that their marketing could be working harder
- Wanting to develop a marketing strategy
- Understanding their marketing behaviours are mainly tactical in its nature
- Wanting to develop marketing skills in their business from the top down
- Building confidence in their marketing decision-making skills
- Willingness to learn and change their marketing behaviours in their businesses
- Getting some kind of business plan
- Having the time and patience to invest – not seeking instant gratification
- Willingness to be challenged in their current thinking
- The desire for profitable growth
Basically, you’ll begin as simple as this – just like everything else, you need more information however, this is a great place to start. You then need to decide how many of these criteria need to apply, because – let’s face it – there will be no client that is going to be completely perfect!
What does each of these really mean? Moving forward, to add the next layer of a key point:
- Acknowledgment that their marketing could be working harder – Clients have been investing in marketing for a while and they perceive like there’s something missing. On the other hand, they have not invested at all, and they also have some expectations.
- Wanting to develop a marketing strategy – Business leaders are tired of the reactive happenings and they want to have a long-term business vision. It means that their marketing strategy is documented, distributed internally, and is for the long period.
- Understanding their marketing behaviours are mainly tactical – If you feel like your marketing is through updating web pages and getting flyers produced, it is tactical. Don’t take this the wrong way, yes you need tactics but not at the cost of the strategy.
- Wanting to develop marketing skills in their business from the top down – Growthology wants to transfer skills. We want our clients to own, grow, and lead their marketing. Growthology’s 45 questions ‘every CEO needs to know the answer to’ is a great start. Our team will even help you recruit relevant marketing people.
- Building confidence in their marketing decision-making skills – Far too often, we hear that CEOs find marketing a bit of a mystery. With Growthology’s process and framework, our team helps measure, demystify, and give clarity to marketing decisions.
- Willingness to learn and change marketing behaviours in their business – We are ex-corporate marketing specialists that have held roles in global businesses. If you don’t think you can learn from us about anything, we are not for you!
- Getting some kind of business plan – We just need to understand that you know where you are going. It can be pages and pages or just scribbled on a beer mat. Growthology needs a marketing strategy to provide results and be measured against good objectives.
- Having the time and patience to invest – not seeking instant gratification – Any kind of strategy that is worth having takes time to embed and deliver. If you need rapid impact – that isn’t what our company does. Growthology delivers long-term and sustainable growth.
- Willingness to be challenged in their current thinking – The best clients are happy to have conversations about how they are currently approaching their marketing. Our team debates and collaborates, resulting in a long-term result that develops your marketing capability.
- The Desire profitable growth – Marketing is only one of the growth functions available to businesses. Saying that, Growthology also works with clients who are looking for funding, investment, and sale however, it all hinges on delivering profitable growth.
Therefore, where do you proceed after this? The next step is customer profiling, needless to say, you need to have a CRM strategy. But, having some basic criteria outlined in order for you to start an internal discussion is good enough.
A key take away to ourselves: match every client against our own criteria. If it appears to be like a duck, walks like a duck, and quacks like a duck – it is probably to be just like that!