Inside sales is just as much data driven as it is technology driven.
Without knowing who your customers are, the industry they work in, or the specific needs and pain points they have, you are essentially left swiping in the dark, just hoping for a sale. That’s where BuyerDNA can help, illuminating the path to sales success by offering powerful, actionable insights. Equipping yourself with this knowledge will help you better understand clients in a more advanced way. In turn, this will improve sales performance and drive revenue for your business.
Our latest blog will explore what a BuyerDNA is, what benefits it can offer, and how you can start building your own BuyerDNA.
BuyerDNA vs. ICPs and Buyer Personas
How do these methodologies compare?
Traditionally, sales and marketing professionals have used ideal customer profiles (ICPs) and buyer personas to tailor their sales plays and strategies. In sales and marketing, these are the two most commonly used methods of identifying who a company’s prospective customers are and the challenges they face.
ICPs generate profiles based on factors such as company’s budget, revenue, and size, as well as the industry they operate in, their geographic location, and any legal reasons that might limit their potential customer base. Already, these surface level aspects can be analyzed to begin developing a picture of potential customers.
Buyer Personas are different in that they attempt to characterize your customers. According to HubSpot, who first coined the term, Buyer Personas are “a semi-fictional representation of your ideal customer or target customer.”
These are created based on knowledgeable assumptions regarding a customer or client’s demographics, behavior pattern, goals, and motivations. Working with these insights allows you to better picture exactly who you are reaching out to and how to personalize your messaging.
Although valuable, we argue that a “semi-fictional” representation of who your customers are limits your perspective. Instead of relying on gut feelings and opinion, you can create a more accurate profile by tapping into the wealth of data your business already has. This is exactly what the BuyerDNA looks to achieve, eliminating guesswork by supporting assumptions with data and analytics from sales and marketing.
In other words, InsideOut’s BuyerDNAs fuse together elements of Buyer Personas and ICPs, elevating these concepts with a comprehensive, data-driven approach. Not only that, it understands that sales success is a moving target.