You need to understand your customer. No one would argue with that. Building your customer profiles and keeping the profiles fresh is hard to get right. It is a combination of data analysis, research, and insight. There are tools and techniques to help you.
Beautiful customer persona profiles, customer journey maps, user flows, and website sitemaps that are easy to make.
Share your visuals by exporting to PDF, image, or DOC formats. You can also collaborate within FlowMapp by creating a team. These are perfect for collaborating with your marketing team, sales team, outside agencies, and your executive team.
FlowMapp isn't meant for free-form blank page design. Hyper-focus on specific maps is the power.
Explore your customer data using Excel pivot tables to build your customer profiles.
What You Need
For a pivot table, you need to have your data in one sheet with the first row labeled with the field names.
Select the columns you want to include as the source data for your pivot table, click Insert / PivotTable. A pop-up screen will autofill the range you selected as the data, and ask you if you want the PivotTable as its own new worksheet or within the current one. Select "New Worksheet".
The PivotTable builder is a simple drag and drop canvas.
On the right, you will see the names of your PivotTable Fields. These are the field names from the first row of your data.
The empty canvas looks like this:
Under the PivotTable fields, there are four sections of the report in which you can drag your fields:
1. Filters: select values to include/exclude
2. Columns: column headings
3. Rows: row headings
4. Values: the calculated values in that cell
Drag and drop your fields to start to build your report.
In this example, I am filtering by Location, counting the number of customers by Title (row) and Original Lead Source (column).
You can see that there are 4 customers with the title CEO with the Original Lead Source of LinkedIn.
When you have many different values of a field, it makes sense to group values together. For example, if you have a lot of lead sources, you could group them into two groups: Paid, Unpaid. This makes it easier to segment and understand your customer profiles.
To group data, select the data you want to group together, click PivotTable Analyze / Group Selection.
You are now ready to explore your data. Analyze for insight! Drag and drop different fields, perform different calculations and groupings. You can have multiple dimensions to your PivotTable to slice and dice any way you want to. This is where the magic happens.
To help you visualize the data, you can select the PivotTable and Insert/Chart to the worksheet. This chart is dynamic and will change as you change the PivotTable. It is a powerful tool when you are exploring your data.
Customer segmentation is a marketing technique that groups together customers with shared defining characteristics.
Each customer segment can then be engaged in a way that is relevant to those customers.
If you are a B2B SaaS company, your customers may be segmented by title and company size. That allows you to market to the CTO of a large company differently than an indie hacker.
There are 5 traditional ways to segment your customers:
Demographics: age, income, education level, gender identity, occupation, marital status, home ownership, parental status.
Business Characteristics: industry, business size, title, geographic location.
Recency, Frequency, Monetary (RFM): purchase history of last time, how often, and how much.
Customer Behavior: active, types of products purchased, website activity, support requests, lead source.
Psychographic: attitudes, hobbies.
There are two major advantages to segmenting your customers - efficiency and results. When you send out a targeted message only to one segment of your customers, it is more efficient and produces better results than sending out a generic message to everyone.
But here's the secret to customer segmentation: none of it matters unless it is actionable.
So when you decide how to segment your customers, you need to have:
It doesn't matter that you have an "Indie Hacker" segment and a "CTO" segment unless you understand what's important to each and how you are going to leverage that in your marketing.
Or put another way, you may be able to define segments of people who own dogs and drink coffee. Other than they sound like super awesome people, does that segment require a different message?
Explore your customer profiles and understand who they are. As you do this, you will see groups with unique defining characteristics. Use this information to create increased value to your customer.
There is a danger for marketers when they create customer profiles. It can easily turn into a way to stereotype people and make unfounded assumptions.
Do you remember the PR disaster when Bic Pens introduced Bic for Her?
Customer profiles can also get companies into big trouble if they are used to discriminate.
Have your eyes wide open and use your data analysis powers for good.
Obverse and its opposite, reverse, refer to the two flat faces of coins. Obverse means the front face of the coin and reverse means the back face.
The obverse of a coin is commonly called heads, because it often depicts the head of a prominent person, and the reverse tails.
You're in the best segment! The segment of "you!"
I am thrilled to have you as part of the Scrappy MarTech. I love sharing the new MarTech tips and tools that I discover.
I would love to hear what made you say "oh! that's so neat!" Let me know.
See you next week!
Happy Scrappy Marketing,