You may not know your buyers as well as you think you do. That’s not to say that you don’t know who the organizations you sell to are or what their surface-level challenges are. What you may not know, though, is what prompts your buyer to look for a solution in the first place, or what criteria they use when selecting a new vendor. Our buyer persona process gets into all of this, because it’s these smaller details that can make the difference in whether your brand strategy takes off or falls flat.
Brand strategy starts with your buyers and knowing their motivations. You have to know where they are going for information and what kind of information they find valuable. Once you know that, you know how to reach them and it’s easy to build out the rest of your brand strategy and story.
We believe that, more than anything, your brand story has to be authentic. It’s what today’s buyer is demanding, and if your message doesn’t feel like it’s something that would naturally come from you then it’s going to fail. Once Idea Grove helps you better understand your buyer, we are well prepared to work with you on a marketing campaign that is "ready, aim, fire" -- not "ready, fire, aim."
“The managed IT services space is crowded and, for many prospective clients, confusing. Idea Grove conducted industry research to help us see where the marketing strategies of our competitors left opportunities for us to differentiate ourselves with online buyers. They also interviewed our company’s buyers – pulling recent wins and losses from our CRM – to give us insights into what motivated customers to choose us over their other options. The process has helped us to pinpoint our messaging to target our ideal customers and to highlight our unique value proposition to the marketplace.”