// EDITOR ’ S QUESTION //

Every month , we pose industry experts a question pertinent to the issues of the day . This month . . . .

Chloe Bevan , Head of Customer Success EMEA , Conga

THE BUSINESS SHOULD CONSTANTLY REVIEW AND IMPROVE THE WAY IT IDENTIFIES AND REACHES ITS CUSTOMERS AND PROSPECTS .

T CAN BE a challenge

Firstly , it is important to establish what the business is actually looking for in a customer . What or who does the organisation consider to be their ‘ ideal ’ customer ? Who is most likely to use the organisation ’ s products or services ? By conducting detailed market analysis , smalland medium-sized enterprises ( SMEs ) can identify a core target demographic , as well as any particular preferences , which will help the team to build a customer profile .

Ideally , this would be based on the SME ’ s current services and product line or the challenges that the organisation is trying to solve . This will help to identify any reoccurring trends with this particular audience . More importantly , by establishing what customers are looking for , SMEs will then be able to identify a more effective means of engagement .

An SME should analyse its existing customer base and current demographic data to identify patterns and trends among satisfied customers . It is important that the organisation focuses on behavioural data , that is , how a customer responded to a particular channel of engagement . This will help when targeting future prospects , as teams will be able to identify the preferred communication channels , which will inform future marketing strategies .

That way , the SME can focus on attracting similar profiles using even more tailored marketing efforts . By understanding the business ’ core audience , the team can refine their approach , whether it is targeting a broader or similar group , or expanding to new regions and doubling down on successful channels . This approach not only helps in reaching the right customer but , ultimately , drives more sustainable business growth .

Understanding the customer journey is essential to not only identifying who its customers are but also determining how best to reach them at each stage of their interaction with the business . Ideally , SMEs should map the customer journey and use it to craft effective marketing and outreach strategies .

From first becoming aware of a business to making a purchase and beyond , SMEs need to identify and consider key touchpoints throughout the customer lifecycle . This process of ‘ journey mapping ’ can help SMEs understand what interactions the customer has with the business , which channels and methods are the most effective at each stage and how they can simplify the customer journey . In turn , businesses will know how to communicate effectively with their target audience .

Personalisation is key as each market segment , region or industry will respond differently and requires different levels of engagement . This is particularly important for those SMEs trying to expand or grow their business . By setting up and tracking metrics such as conversion rates , customer acquisition costs or customer lifetime value , SMEs will be able to refine their approach as they target new customers or expand to new markets or regions .

The business should constantly review and improve the way it identifies and reaches its customers and prospects . It is important to identify a value proposition once the SME has identified the audience they want to go after ; one that clearly outlines measurable and demonstrable benefits for customers and why they should buy a particular product or service .

20 Intelligent SME . tech